In this episode we are going to be exploring Product Marketing in SaaS which is a discipline that is often overlooked, neglected or simply misunderstood.

When an organisation invests time, money and resource into Product Marketing they are giving themselves a tremendous compeitive advantage. As the Product Marketing Alliance neatly state - "Product marketing is the driving force behind getting products to market - and keeping them there. Product marketers are the overarching voices of the customer, masterminds of messaging, enablers of sales, and accelerators of adoption.

My guest is Ulrika Haug, who has worked in tech for nearly 15 years and is currently the Senior Director of Product Marketing at Coupa Software. I have had the good fortune of working with Ulrika in the past so I am delighted she was able to join the podcast and share some of her experience and insights.

Together we discuss:

• How you define Product Marketing
• How it differs from Product Management
• The right time to deploy
• What makes a good Product Marketer
• How you ultimately measure the value of the function

View the Product Marketing Alliance here

Connect with Ulrika on LinkedIn here

If you have any questions, suggestions or just want to get in touch with the pod, simply email richard@standup-marketing.com

In this episode we are exploring Google Ads, ably assisted by Barney Durrant, an ex-Googler who has been running his own successful digital agency for the past 9 years specialising in Google Ads, SEO, content creation and all elements of your digital strategy.

Google Ads are an essential component of your demand generation engine but whilst they can deliver quick results and high performance, they can just as quickly drain your marketing budget if you are not setting things up and tracking them correctly.

In this episode Barney gives you the 101 covering how to get started, how to best use the different ad formats and what to consider when evaluating them, the pitfalls to avoid in managing your Google ad campaigns and also what he would consign to Room 101 for eternity.

Connect with Barney on LinkedIn here

Check out Bluebell Digital here

If you have any questions, suggestions or just want to get in touch with the pod, simply email richard@standup-marketing.com

Sales and marketing alignment is not a new concept but in many organisations it has become a buzzword lacking in meaning rather than a considered process that is ingrained in the culture of the company.

The benefits of true alignment are vast - 36% better customer retention rates, 38% higher win rates, 32% YOY revenue growth, not to mention an improved buyer experience and a better work culture.

Joining me to discuss how to move it from abstract concept to formal strategy is Volker Ballueder.

Volker is a Sales and Strategic consultant with over 20 years experience, who in that time has built and managed sales and commercial teams of all sizes, developing winning strategies for a variety of tech and SaaS firms throughout Europe.

In this episode we cover:

• Why is it important organisation formally adopt sales and marketing alignment?
• What are the signs to look out for that you need alignment?
• What steps can you take to get alignment off the ground?
• The role of Product Marketing
• What common mistakes do organisations make in their sales & alignment strategy?

And heres how you can find Volker:

Volker on LinkedIn

Ballueder Partners website

Stories of Success podcast

Principles of Success book

If you have any questions, suggestions or just want to get in touch with the pod, simply email richard@standup-marketing.com

TikTok was the world's most downloaded app in 2022 and is no longer the preserve of the under twenties. In fact, it has well over a billion active users of which half are over 30 and the popular apps' momentum shows no sign of slowing down.

With stats like this it presents a huge opportunity to SaaS marketers looking for new channels to build engagement and ultimately revenue.

In this episode, Richard is joined by Mike Manzi of Official Sales Tips who is uniquely well placed to explore the topic. Having worked for many years leading sales teams for SaaS organisations such as Time Doctor, Workable and Yieldify, he has more recently built a massive following on TikTok to launch his own successful business. If you are already active on the platform, there is a good chance Mike has made an appearance on your FYP to share software sales advice!

We discuss:

• The opportunities for SaaS businesses on TikTok
• What to consider when getting started on the app
• How to boost engagement and make the algorithm work for you
• Common mistakes to avoid whilst building your following

AND Mike was kind enough to put together a document detailing everything we discussed to act as your checklist and framework to guarantee success which you can find here.

Check out more of Mike's content here.

If you have any questions, suggestions or just want to get in touch with the pod, simply email richard@standup-marketing.com

PR is often one of the first marketing activities that Saas companies undertake - done right it can play a massive role in elevating your brand, positioning your product and underpinning growth. But if the strategy is not thought through and you're not careful, it can become an expensive, time consuming, ineffective exercise.

My guest is Victoria Usher, CEO & founder of Gingermay PR, which she founded in 2010. Gingermay is a multi-award winning B2B PR and integrated communications agency specialising in data, adtech and martech clients.

Victoria is a widely respected PR leader and innovator - everytime I log into LinkedIn she seems to be announcing a new award! In short, when it comes to SaaS PR she knows her onions and it is no exaggeration to say there are few people who know public relations better than her.

In this episode we cover:

• When is the right time to begin investing in PR and, as importantly, when is the wrong time?
• What common mistakes do organisations make in executing their PR strategy?
• How has SaaS PR evolved over the last decade and where is it headed?
• Where does PR sit in the funnel?
• How do you measure the value from PR?

If you have any questions, suggestions or just want to get in touch with the pod, simply email richard@standup-marketing.com