SaaS Breakthrough

SaaS Breakthrough - Summer Break

We're taking a summer hiatus for the podcast and feeling excited to come back in the fall with new guests, new ideas, and new ways for you to execute your marketing campaigns. Until then, check out Banzai.io for more content like blog posts, webinars, and resources (assessments, checklists, and templates). Have a safe, happy, and healthy summer!

How Postal's Creative Gifting Campaigns Are Changing Customer Relationship Building

Meet Bridget Poetker, the Director of Content & Brand at Postal, an offline marketing automation platform and marketplace that personalizes, automates, and scales direct mail, events, branded company swag, and customized gifts. Bridget is passionate about authentic brand building and reintroducing creative campaigns into B2B marketing. In this episode, you'll learn why marketers are feeling uninspired these days, and about the intersection between attribution and creativity. You'll discover how gifting can stimulate creativity, as well as unique ways for marketing, sales, and customer success teams to use gifting as part of their relationship building. Finally, we'll reveal how the emotional buyer's journey we use at Banzai compares to the traditional sales and marketing funnel. Enjoy! Notes: - 02:05 The Intersection Between Attribution and Creativity - 06:05 Tagging People's Emotions in the Emotional Buyer's Journey - 10:55 The Secret Sauce of Creativity - 12:05 The Aloe Plant Gen Play Campaign That Started as a Champagne Campaign - 16:00 How Physical Objects Evoke Emotions and Build Long-Lasting Relationships - 23:35 In-Person Event Swag: The QR Code Card Shaped Like a T-shirt - 25:45 How To Build Campaigns That Feel Like a Brand Play

How BetterHelp's Never-Before-Heard Mental Health Insights Can Change Your Work — and Life

Meet Melissa Hummelt, licensed psychotherapist and Clinical Operations Manager at BetterHelp, the world's largest online therapy platform. In honor of Mental Health Awareness Month, this episode will teach you four mental health tips you've never heard before, as well as why mental health needs to be attended to daily. Great insights in this episode — enjoy! Notes: - 02:45 A Platform That Empowers Everyone To Take Care of Their Mental Health - 03:35 How To Navigate Hard Conversations While Staying True to Your Values - 11:05 Know Your Attachment Style and What It Can Teach You - 20:35 The Traps for Women in Leadership and How To Avoid Them - 28:05 How To Choose Your Battles - 31:40 Why Taking Care of Yourself Should Be a Daily Practice

How Swipe Files Empowers Marketers to Shake the Status Quo of B2B SaaS Marketing

Meet Corey Haines, creator of Swipe Files and cofounder of SwipeWell. Previously, he was the Head of Growth at Baremetrics and the first marketing hire at Cordial. In this episode, you'll hear why Corey created Swipe Files and how it differs from other marketing communities. You'll learn what it means to market like a media company in a B2B SaaS setting, how you can implement it within your budget and team size, and, finally, how to find a long-term balance between brand and performance marketing. Notes: - 02:15 A Unique Membership Community for Marketers - 08:15 The Specific Needs of Non-marketers vs. Hardcore Professional Marketers - 11:00 The Three Most Common Themes Marketers Need Help With - 13:20 What "marketing like a media company" Looks Like in a B2B SaaS Setting - 17:55 The Two Types of Relationships Marketers Have With Performance Marketing - 20:50 A "crawl - walk - run" Approach to Marketing Like a Media Company

How SMART Technologies Grew Revenue by 40% With a Unified Commercial Engine

Meet Jenna Pipchuk, EVP & CSO of SMART Technologies, responsible for global sales, and her colleague, Jeff Lowe, EVP, CMO & CHRO, responsible for external brand strategy, marketing, communications, human resources, and facilities. In this episode, you'll hear how Jenna and Jeff created a new commercial organization at SMART Technologies: a "unified commercial engine" with employees responsible for the entire customer life cycle all working together. You'll learn about the catalyst for this organizational restructure, how they implemented it, and critical pieces like the pod structure and "uber metrics." Lastly, we'll reveal the results they're seeing so far in employee engagement & retention, company culture, and revenue. Notes: - 04:00 A Tech Company That Provides Educational Solutions Globally - 04:35 The Catalyst Behind an Organizational Restructure and Mind Shift - 06:30 Identifying Misalignment Signs Between How They Were Selling and How Buyers Were Buying - 08:00 Creating a "unified commercial engine" With Five Key Roles and Three Enabling Units - 12:35 The Secret Sauce and Pod Structure Used To Reassign New Roles and Responsibilities to 250 Team Members - 15:50 Defining "uber metrics" - 19:35 The Three Enabling Groups That Support the Entire Customer Journey - 22:00 The "project heartbeat" for Better Customer Understanding and Knowledge - 22:40 A Collaborative Culture That Now Self-Generates - 25:45 Touch Points, Circles, and Squares - 27:25 Results: High Employee Engagement and Retention - 30:00 A Few Setbacks and the Biggest Hurdle So Far - 31:35 Two Pieces of Advice for Anyone Wanting To Replicate This Initiative