How to Win podcast with Peep Laja
How to Win is a B2B SaaS and agency podcast hosted by Peep Laja, founder of Wynter, Speero and CXL. Each episode features founders, executives and marketers explaining how they compete and win in saturated categories. Topics include building moats, growing audiences, scaling businesses and differentiating from competitors. New guests appear every week, and the show stays deliberately tactical with no filler or marketing fluff.
Episodes
Dark Social
In this episode, Peep Laja is joined by Kathleen Booth and Dave Gerhardt to unpack the real buying behavior behind B2B SaaS in 2025. They break down the power of dark social, peer communities, and brand storytelling in an era where Google is no longer the first stop. Learn how to win trust, get talked about, and drive growth—without a single paid ad.Chapters:[00:00:00] Buyers No Longer St
Speed's Advantage
Peep Laja dives into why speed is a critical and often underrated competitive advantage in today's fast-paced business world. Learn how to make swift decisions, conduct rapid experiments, ship products and campaigns quickly, and gather market feedback efficiently. Drawing from historical military strategies and modern business practices, Peep explains how speed can help you stay ahead of
Nail and Scale
In this episode, Peep Laja emphasizes the importance of deeply understanding your target market and ideal customer profile (ICP) to drive growth in B2B SaaS. He advocates for ongoing research to inform effective messaging, breaks down the key components of high-converting copy, and shares how tools like Wynter enable teams to get fast feedback and align around the ICP. By implementing the
Start in a Niche
In this episode, Peep dives into why niching down is the key to success for early-stage B2B SaaS companies. He explains how focusing on solving a specific problem for a targeted market, rather than competing directly with industry giants, allows startups to gain traction and dominate their niche. Peep emphasizes that niching down isn't about limiting your dreams, but rather a proven strat
Scientific Laws of Marketing
In this episode, Peep Laja explores the scientific laws of marketing, focusing on building mental and physical availability for brands. Drawing from the works of Professor Byron Sharpe and the Ehrenberg Bass Institute, Laja emphasizes the importance of being top of mind and easily found when potential customers are ready to make a purchase.The episode features insights from marketing expe
Winning Beyond the Product
This episode explores the critical factors that define market leadership, from being first in a category to leveraging innovation and strategic marketing. Hear from experts like David Aaker, Mark Ritson, and Byron Sharp on how top brands maintain dominance and why small brands face uphill battles. Discover actionable insights on standing out, staying top of mind, and converting prospects
Differentiation: How To Stand Out
In this new style of "How To Win", Peep Laja discusses the importance of differentiation in today's highly competitive B2B SaaS market. He explores various strategies for standing out, such as focusing on brand, taking a polarizing stance, being radically transparent, and leveraging personal brands. Laja emphasizes that differentiation is a CEO-level problem and that companies must build
The Secret Sauce to $80M Bootstrapped - with AppSumo's Noah Kagan
This week on How To Win: Noah Kagan of AppSumo, a platform for digital marketplace deals focusing on software aimed at entrepreneurs and small businesses. They have bootstrapped to over $80 million in revenue. You’ll hear insights on scaling business by focusing on what works, the importance of staying true to your core values, and the strategy behind AppSumo's success. Discover how AppSu
From Zero to Unicorn: Factorial HR's Strategic Success - with Factorial HR's Bernat Farrero
This week on How To Win: Bernat Farrero of Factorial HR, sharing insights on revolutionizing HR for SMBs. You’ll hear about the importance of simplifying complex HR processes for small and medium businesses, Factorial HR's strategic approach to scaling internationally while addressing localized needs, and how they navigated the challenges of rapid growth and product development to meet th
Scaling Beyond $100M and Creating New Categories - with Pendo's Todd Olson
This week on How To Win: Todd Olson of Pendo, revealing the secrets behind building a product-led growth company. You’ll hear how Pendo's focus on product experience revolutionized customer interaction, the importance of integrating customer feedback into product development for sustained growth, and the strategic approach to scaling a software company beyond traditional boundaries.Key Po
Building a $180M PR Powerhouse with MuckRack's Gregory Galant
This week on How To Win: Gregory Galant of Muck Rack, discusses the journey of transforming a podcasting venture into a leading software solution for public relations professionals. You’ll hear insights on the importance of building strong journalist relationships, the strategic pivot from service to software, and the value of slow, deliberate growth in the tech industry.Key Points:[00:04
Disrupting the B2B Marketplace -- with TrustRadius's Vinay Bhagat
This week on How To Win: Vinay Bhagat of TrustRadius, revolutionizing B2B software buying with in-depth user reviews. You’ll hear how TrustRadius overcame the challenge of creating a trusted review platform in a saturated market, the strategic decisions that led to successful monetization, and the importance of focusing on quality over quantity to cater to both software vendors and buyers
The Differentiation Advantage - with Retention.com's Adam Robinson
This week on How To Win: Adam Robinson of Retention.com, an innovative leader in the email marketing space. You’ll hear about the journey of identifying a market gap and creating a differentiated product in a competitive environment, the importance of strategic focus on a specific target market, particularly in e-commerce, and the implementation of focused go-to-market strategies for sust
Finding Your Focus - with Blackthorn's Chris Federspiel
This week on How To Win: Chris Federspiel of Blackthorn.io, a company specializing in Salesforce integration and application development. You’ll hear about Blackthorn's strategic approach to the Salesforce ecosystem, the critical role of customer feedback in shaping their product development, and the journey of focusing their offerings to achieve significant growth in the competitive SaaS
Finding Your Ideal Customer Profile - with Keap's Clate Mask
This week on How To Win: Clate Mask of Keap, marketing automation and CRM platform for small businesses. You'll hear how Keap found the right customers, why they combined software with services, and how Keap evolved its marketing over time.Key Points:01:15 Building the initial product based on own business needs03:00 Pivoting to serve small businesses dealing with chaos04:30 Evolving from
Moving Upmarket for Growth - with Process Street's Vinay Patankar
This week on How To Win: Vinay Patankar of Process Street, a workflow management software company. You'll hear why they didn't monetize for the first 2 years, how going upmarket increased retention and revenue, and why they focused the product on specific use cases.Key Points:01:15 Identifying market need from personal frustration03:00 Deciding not to monetize for 2 years to optimize fund
Building a $15M+ Community - with Pavilion's Sam Jacobs
This week on How To Win: Sam Jacobs of Pavilion, who built a $15 million community learning business from scratch. You’ll hear how he leveraged LinkedIn for organic growth, the importance of creating sub-communities, and key mistakes he made after raising VC money that took the focus away from his core customers.Key moments:00:50 - Describing what the company does06:20 - Describing the is
Bootstrapped to IPO - with Backblaze's Gleb Budman
This week on How To Win: Gleb Budman of Backblaze, which offers affordable, easy cloud storage. You’ll hear how bootstrapping forced them to make efficient decisions, how focusing on underserved mid-market customers helped them compete with Amazon, and how building their own platform gave them a structural advantage.Timestamps:01:45 Focusing on underserved mid-market02:15 Low pricing from
Raising Prices 50X - with indinero's Jess Mah
This week on How To Win: Jess Mah of indinero, a fintech company providing automated bookkeeping and accounting services. You'll hear how she focused on high-paying niche verticals, pivoted to find product-market fit, and how she brought in an experienced CEO.Key Points:01:45 Pivoting to a new customer segment willing to pay more03:00 Combining QuickBooks, Mint.com and luxury concierge se
Getting the Timing Right - with Jellyfish's Andrew Lau
This week on How To Win: Andrew Lau of Jellyfish, the engineering management platform. You'll hear how they validated the problem space, figured out product-market fit, and used founder-led sales to generate traction.Key Points:2:03 - Getting first revenue with founder-led selling4:12 - Seeing massive growth after increasing COVID demand6:33 - Focusing on customer needs over competitors8:
Landing Bigger Clients - with UserGems' Christian Kletzl
SummaryThis week on How To Win: Christian Kletzl of UserGems, champion tracking software for sales. You'll hear the process they went through to find the product their clients were willing to pay for, how they make themselves appear bigger than they are, and more.Key Points00:30 - Appearing larger by using ads, content, LinkedIn, conferences01:00 - Pivoting multiple times before finding p
Growing a SaaS Under HEAVY Competition - with Livestorm's Gilles Bertaux
This week on How To Win: Livestorm's Gilles Bertaux, a meeting and webinar platform. You'll hear how Livestorm succeeded despite many well-known competitors. How they got their first customers. And how they grew past $10 million in revenue.Key Points1:00 - How Gilles got the idea for Livestorm and validated it with customers2:00 - Getting the first set of customers3:15 - Reaching $1 milli
Rebuilding the ICP - with Wonder's Guy Cohen
This week on How To Win: Guy Cohen, CEO of Wonder an on-demand secondary research platform. They built the company to 8M in revenue, realized their ICP was wrong, tore it down and rebuilt again. That's what we break down in this episode.Key Points:00:02:29 Failed many times, learned hard lessons, narrowed target.00:04:28 Innovative marketing approach convinces lighthouse customers.00:09:1
The Multi-Product Strategy - with Podia's Spencer Fry
Summary This week on How To Win: Spencer Fry of Podia, the all-in-one platform for publishing, promoting, and selling content online. You'll learn how Podia succeeded in the face of heavy competition. Why the benefits of having multiple products outweigh the downsides for Podia. How Podia's long-term investment affects everything from product creation to marketing decisions. And more.Key
Selling 1000s of SaaS Startups - with Acquire's Andrew Gazdecki
Summary This week on How To Win: Andrew Gazdecki of Acquire.com, the startup acquisition marketplace. You'll hear: How Andrew lands Times Square advertising to promote startups on his platform. How he went from doing everything himself to quickly assembling a team to speed up his company's growth rate. How he discovered a big opportunity to create a new company in the mergers and acquisit
Growing a SaaS by Launching a Service - with Boast AI’s Lloyed Lobo
Summary This week on How To Win: Lloyed Lobo, founder of Boast AI, which helps companies find and claim tax credits from their R&D investments. LLoyed launched two different software companies, which failed. He followed it up with a service business, Boast, which took off.You’ll hear why he thinks services are a better way to launch a company than software. We’ll dive into how he got
Announcement: Summer Break 2023
With summer around the corner, How to Win will be taking a brief hiatus. During this time, the team will be working behind the scenes to bring you more exciting insights from today’s top B2B SaaS entrepreneurs and CEOs when we return in Fall 2023 with a brand new season. In the meantime, catch up on past episodes of How to Win, and stay connected with me on LinkedIn and Twitter (links bel
Cross-company collaboration with Pluralsight's Lindsay Bayuk
Summary:This week on How to Win: Lindsay Bayuk, CMO at Pluralsight, an online technology learning platform designed to help teams upskill. Pluralsight was founded in 2004 and was acquired by Vista Equity Partners in 2021.In this episode, Lindsay breaks down some of the strategies that have helped her as a CMO. We discuss communicating the importance of marketing to a CEO, how to align you
Cultivating a growth practice with Mural's Lauren Schuman
Summary:This week on How to Win: Lauren Schuman, VP of Product Growth at Mural. Founded in 2011, Mural was valued at $2B after their Series C funding round in 2021. Before joining Mural, Lauren served as Senior Director of Product Insights and Growth at Mailchimp.In this episode, Lauren breaks down how she has steered Mural and Mailchimp toward cultivating a growth practice. We discuss fi
Laying the foundation for long-term company alignment with Salsify's Rob Gonzalez
Summary:This week on How To Win: Rob Gonzalez, co-founder and CMO of Salsify, a commerce experience management platform that helps its clients win on the 'digital shelf.' Salsify defines the digital shelf as: "The collection of diverse and rapidly evolving digital touch points used by shoppers to engage with brands and discover, research, and purchase products.”Rob co-founded Salsify in 2
Fostering a learning mindset in your company culture with Quantive's Casey Carey
Summary:This week on How To Win: Casey Carey, CMO at Quantive and expert in B2B, e-commerce, and growth marketing. From heading up scaled marketing departments at giants like Google to helping build teams from the ground up at scrappy startups, Casey's expansive career has given him a wealth of knowledge and experience to draw on as a marketing executive. In this episode, Casey shares som
Creating a high-quality customer experience with vFairs' Muhammad Younas
Summary:This week on How To Win: Muhammad Younas, CEO of vFairs, an all-in-one events platform that allows users to conduct virtual, in-person, and hybrid events. Founded in 2016, vFairs experienced accelerated growth during the pandemic and ballooned to over 250 employees with offices located around the world.In this episode, Muhammad breaks down some of the strategies that have helped v
Building a brand from the ground up with Oyster HR's Kevan Lee
Summary:This week on How To Win: Kevan Lee, Senior VP of Marketing at Oyster HR, a management platform for globally distributed teams. Before joining Oyster, Kevan spent six years as VP of Marketing at Buffer, a social media management platform that helps brands and businesses engage with their online audience. Kevan is an expert in brand strategy, marketing leadership, and category creat
Reassessing your metrics with Earl Grey Capital's Matt Sornson
Summary:This week on How To Win: Matt Sornson, co-founder of Clearbit. He spent seven years across multiple leadership roles at the company and now serves on the board. His new day job is being a partner at Earl Grey Capital, an early-stage venture fund.In this episode, Matt breaks down five key lessons he’s learned throughout his career. We discuss customers hacking your product, how to
Five steps to grow your business with Catalyst Software's Mark Kosoglow
Summary:This week on How To Win: Mark Kosoglow, B2B SaaS thought leader and CRO of the customer success platform Catalyst Software. Founded in 2017, Catalyst's founders saw a need to create a tool that integrated customer success tools into a platform that was easy to learn and implement. To date, Catalyst has raised over $45M in funding and employs more than 100 people. Before Catalyst,
Developing a long-term view with Userlytics Corporation's Alejandro Rivas-Micoud
Summary:This week on How To Win: Alejandro Rivas-Micoud, Founder & CEO of Userlytics Corporation, a UX testing platform founded in 2009.In this episode, Alejandro breaks down six important lessons he’s learned throughout his career. We discuss creating a strong corporate culture, deciding not to use VCs, and why people overestimate the impact of things in the short term and underestim
Identifying your company's leverage with SmartAsset's Brian Bourque
Summary:This week on How To Win: Brian Bourque, SVP of Marketing at SmartAsset, where they've grown a lead generation business from $0 to $100M+ in revenue primarily through paid acquisition marketing and SEO. Brian has a ton of experience leading profitable paid acquisition teams in quantitative, direct-response marketing businesses. He's an advocate of using behavioral psychology, tech,
Getting inside your ideal customer's limited consideration set with Peep Laja
Summary:This week on How To Win: I'm taking the opportunity to dive deeper into something we've touched on in previous episodes, but never given the complete attention it deserves: how to get inside the limited consideration set of your ideal customers. I'll share how to create mental availability beyond your product, how to position yourself in the market, and unpack the B2B Message Laye
Six tips for building your business with Jellyfish's Kyle Lacy
Summary:This week on How To Win: Kyle Lacy, Chief Marketing Officer at Jellyfish and former CMO at Lessonly, a sales training and coaching platform. Lessonly was acquired by Seismic in 2021. Kyle also served as the Director of Global Content Marketing at Salesforce after its acquisition of ExactTarget in 2014. Before its acquisition, Lessonly made $24M in revenue and had a team of 230 tha
Feedback loops and free product offerings with PandaDoc's Mikita Mikado
Summary:This week on How To Win: Mikita Mikado, CEO of PandaDoc. PandaDoc is an all-in-one document workflow automation platform. They launched in 2013, were valued at $1B in 2021, and have a projected revenue of $55M this year. They have 390 employees across the US and Belarus. In this episode, we discuss how they used customer feedback to pivot PandaDoc successfully, their decision to m
Diversifying your product offering with Kovai.co's Saravana Kumar
Summary:This week on How To Win: Saravana Kumar, CEO of Kovai.co, a software company offering multiple enterprise and B2B SaaS products including, a customer success product, a self-service knowledge base product, and enterprise software for Microsoft BizTalk and Azure Serverless platforms. Founded in, 2011, Kovai.co has over 240 employees across the UK and India. This year Kovai.co's ann
Content, community, and customer acquisition with Mutiny's Jaleh Rezaei
Summary:This week on How To Win: Jaleh Rezaei, CEO and co-Founder of Mutiny. Mutiny is a no-code AI and personalization platform for marketers. Mutiny launched in 2018, raised their Series A in 2021 with Sequoia Capital, and their Series B this year with Tiger Global. They now have over 70 employees. In this episode, we discuss how they carved out and dominated their niche, the benefits o
Identifying the ICP with the greatest need with Aircall's Jonathan Anguelov
Summary:This week on How to Win: Jonathan Anguelov, co-founder & CSO at Aircall, a cloud-based call center and phone system that seamlessly integrates with common productivity and help desk tools. Since its founding in 2014, Aircall has raised over $226M in funding and now sits at over $100M ARR with over 700 global employees. In this episode we discuss the massive opportunity Aircall
Making the jump to a 'professional CEO' with Maxio's Randy Wootton
Summary:This week on How to Win: Randy Wootton, CEO of Maxio, a platform offering subscription and revenue management solutions to SaaS companies. Founded in 2022, Maxio is the product of a merger between SaaSOptics and Chargify, brought together by private equity investment firm Battery Ventures. In this episode, we discuss the challenges of transitioning to a non-founder CEO, how assess
Engineering the product mindset with 3Pillar Global's David DeWolf
Summary:This week on How to Win: David DeWolf, President and CEO of 3Pillar Global, a software product development company. 3Pillar Global was founded in 2006 and now has over 2000 employees with annual revenue of over $100M. In this episode, we discuss going beyond a great product offering, why leaders should regularly reinvent themselves, and why scaling company culture is key to succes
Going after greenfield opportunities with FullStory's Scott Voigt
Summary:This week on How to Win: Scott Voigt, founder and CEO of FullStory, a digital experience intelligence platform that combines quantitative and qualitative data to drive digital growth. Founded in Atlanta in 2014, FullStory now serves over 3200 customers and has consistently increased their ARR by over 70% year over year. In August, the company wrapped up a $25M funding round bringi
Focus-fueled growth with Seamless.AI's Brandon Bornancin
Summary:This week on How to Win: Brandon Bornancin, founder and CEO of Seamless.AI, a platform focused on sales, lead generation, and prospecting via an advanced search engine. Launched in 2018, Seamless.AI grew out of a list-building agency called Seamless Contacts founded three years earlier. Seamless.AI recently completed a nearly $100M funding round, and in under four years has earned
Industry experience as a competitive advantage with Spryker's Alexander Graf
Key Points:How Alexander and his co-founder got their start with Spryker (01:20)How Spryker adjusted to marketing to multiple decision makers after they passed the $1M ARR mark (05:06)My advice on managing your marketing while addressing a large stakeholder base, with a quote from Ismail Madni (08:21)Alexander discusses Spryker's different competitive strategies for addressing incumbent c
Developing a distinctive marketing tone with CB Insights' Anand Sanwal
Key Points:How CB Insights got its start (01:13)Anand explains when he realized the target market for CB Insights had shifted (03:33)My thoughts on the transient nature of the market, and why successful companies should be prepared to adapt with a quote from Bridgefy's Jorge Rios (05:03)Anand explains CB Insights' unique approach to content marketing (07:00)I discuss the need for more cre
Getting more accurate customer feedback with Attentive's Brian Long
Key Points:How Brian got started with Attentive (01:04)My thoughts on the advantages of being vertical-specific with a quote from Steve Blank (02:52)Brian explains the competitive landscape Attentive was playing in at the start (04:23)Why selling should start with identifying the major problems facing your target customers (05:30)I discuss how to identify your customer's pain points and u
Winning in a large target market with Cognism's James Isilay
Key Points:James explains how his trading background led him to founding Cognism (01:04)Cognism's first major pivot (02:25)My thoughts on early pivots with a quote from Eric Ries (03:39)James describes how Cognism's market size meant there was plenty of growth opportunity, despite competition (06:24)I explain the advantage of starting your business outside the hyper-competitive US market
Marketing a movement over a product with Terminus' Sangram Vajre
Key Points:Sangram explains the problem he identified that inspired Terminus (01:00)How Sangram developed the FlipMyFunnel framework in Terminus' first year (02:31)My thoughts on community creation as a moat (04:37)I explain the benefits of developing your company around a clear point of view (07:19)Why Terminus defined their category as account base marketing, rather than the narrower ni
Aligning your business to your customers' interests with HoneyBook's Oz Alon
Key Points:How HoneyBook got its start (00:58)Oz explains why he views competitors as incentive for improvement (02:27)Why HoneyBook is shifting strategies to invest in category creation (04:31)My thoughts on category and subcategory creation with a quote from Guillaume Cabane (06:08)I explain why choosing an ideal customer and being the best at catering to their specific needs is a winni
Playing to your strengths and strengthening your brand identity with Seismic's Doug Winter
Key Points:Doug explains how Seismic's founders saw a market opening (00:55)How Seismic created a category and helped define a new word (02:43)How the founders played to their strengths and industry experience (04:37)My thoughts on founders playing to their strengths, and a quote from Unqork's Gary Hoberman (06:38)How Seismic achieved product-market fit (08:35)I explain why you need to be
Expanding internationally into market openings with Kameleoon's Jean-René Boidron
Key Points:Jean-René explains how Kameleoon got its start (01:07)How Kameleoon got an advantage by establishing itself outside of the dominant North American market (02:40)My thoughts on finding market openings and targeting a specific set of customers (05:34)Why Kameleoon keeps its core strategy the same globally, which some localized differences (07:00)I explain the advantages of being
Acting and adapting quickly with CaptivateIQ’s Mark Schopmeyer
Key Points:Mark explains how CaptivateIQ's co-founders came from the problem (01:03)Mark explains why CaptivateIQ went through three distinct versions early in the company's life (06:25)My thoughts on why it is better to launch a product before it is ready, rather than be too late (07:00)Why CaptivateIQ had such early success with an outbound sales movement (08:17)I explain why you should
Laying the foundation for rapid growth with Oyster’s Tony Jamous
Key Points:Tony describes the opportunity in the market he saw for a company like Oyster (01:05)My thoughts on speed as a competitive advantage with a quote from Hopin's Johnny Boufarhat (04:35)How Oyster managed to scale fast when met with massive demand (07:25)Tony describes Oyster's internal recruitment strategies (08:40)My thoughts on what makes a winning company culture, with a quote
Creating a growth-driving community with dbt Labs’ Tristan Handy
Key Points:How dbt got its start as a consulting service (01:04)Four key factors in a successful transition from consulting service to SaaS company (03:37)Tristan explains why the services team at dbt remains strategic (08:55)dbt's three main sales motions (10:00)How dbt's massive Slack community aids their growth (10:53)My thoughts on creating a successful community with a quote from Lem
Introducing new "must-haves" to the market with Klue’s Jason Smith
Key Points:Jason explains Klue's backstory (01:03)My thoughts finding an opening in the market and and creating a new "job to be done" (03:47)The three areas Jason focused on to get Klue to its first million (06:20)I discuss the importance of customer research (09:10)Jason explains how Klue educated the market about competitive enablement (10:05)My thoughts on creating new "must-haves" to
Competing in a Crowded Space with Omnisend's Rytis Lauris
Key Points:Rytis explains the opening he saw in the market when starting Omnisend (01:13)My thoughts on the importance of speed when entering a category without established competition (03:38)The strategies that won Omnisend their first 100 000 customers (06:31)Rytis describes Omnisend’s profitable agency partner program (07:37)I discuss why partner programs can be difficult to pull off,
Establishing authority via industry experience with Unqork’s Gary Hoberman
Key Points:Gary’s path to Unqork (01:13)Gary describes the competitive landscape of no code platforms (03:11)Why Gary and his team’s enterprise experience is such a big advantage (04:56)I discuss why going big is worthwhile when playing to win (07:41)Gary talks through the ups and downs of Unqork’s fundraising (09:33)I share my thoughts on handling early fundraising disappointment (12:06)
Making the pivot upmarket with ScreenCloud’s Mark McDermott
Key Points:How ScreenCloud came to be (01:11)Mark describes the early competitive landscape of digital signage (03:07)My opinion on how low-cost copycats could improve their messaging (04:33)I explain why becoming irrelevant is a bigger risk than making a mistake (07:10)ScreenCloud’s approach to content marketing (08:11)My thoughts on why evangelizing category over product in a new catego
Fostering founder brand as a competitive advantage with Dave Gerhardt
Key Points:Dave explains why having a visible founder can set you apart (01:20)I explain why nepotism is not a thing of the past, and how to cultivate yours (02:50)Dave unpacks how founder story made a difference at Drift (03:22)My thoughts on brand storytelling, and why your story is your strategy (06:02)How Privy approached developing founder brand (07:44)How Ben Jabbawy used his podcas
Educating your target market with Appcues' Jackson Noel
Key Points: How Appcues got their start (01:13)What to do when you realize you’re not that different from your competitors (03:06)Why Appcues found early success through content marketing (05:45)My thoughts on content marketing as a long-term play (07:15)How Appcues approaches competitor awareness (08:30)I explain why studying your competition is key to differentiating (09:38)Why Appcues
Entering a growing ecosystem with Postscript's Alex Beller
Key Points:The origins of Postscript (01:05)Why Postscript chose to build on top of Shopify’s platform (02:15)My thoughts on the advantages of attaching yourself to a growing ecosystem (03:34)Postscript’s initial, rapid growth (06:38)Alex’s thoughts on the SMS marketing channel opening up(08:45)I explain the law of double jeopardy, and how B2B buyers are satisficing (09:40)Why Postscript’
Differentiating by understanding your uniqueness with Verblio's Steve Pockross
Key Points:How Verblio got their start (01:02)Steve explains who (and what) Verblio is competing against (04:35)How Verblio is attracting top talent (07:33)Steve talks about scaling while maintaining content quality (08:08)What Verblio is doing to build brand reputation (08:37)My thoughts on the importance of story-based marketing over fact-based marketing (09:06)Steve talks about the sal
Building trust through transparency with Metadata’s Gil Allouche
Key Points:How Gil pivoted from a marketing career to starting tech company Metadata (1:12)My thoughts on innovation as a transient advantage (04:19)How Metadata is competing on innovation (06:56)Why Gil made an early marketing investment in G2 Crowd (10:46)Why Metadata opted to tap into pre-existing demand for ABM software (12:41)How Gil and Metadata are differentiating by prioritizing t
Category creation and product-led differentiation with Drift's David Cancel
Key Points:David talks about category creation and conversational marketing (01:05)I give my thoughts on category creation and category design, with a quote from Chris Lochhead (03:50)David talks about the downsides of category creation, and Drift's success was a bet (4:50)I give my thoughts on the pitfalls of category creation, with a clip from Gainsight CEO Nick Mehta (07:40)David discu
How to Win in SaaS - 15 insights from the series so far
Key Points:Tapping into pre-existing demand (00:40)Listening to customer demands with Alina Vandenberghe - Co-Founder of Chili Piper (01:45)Moving away from feature-based differentiation with Guy Yalif, CEO of Intellimize (03:25)Niching down and focusing on a specific audience with Nathan Barry, founder and CEO of ConvertKit (06:00)Out-innovating the competition with Colin Nederkoorn, fou
How SaaS investor Andrew Chen of a16z is helping entrepreneurs use network effects to tackle the cold start problem
Key Points:Andrew talks about moats and how he identified network effects as a valuable growth tool (01:17)Andrew gives his thoughts on how collaborative use and networking have improved enterprise software across the board in the last decade (04:26)I give my thoughts on sustainable vs transient competitive advantages, with a clip from Rita McGrath (07:07)Andrew discusses how network effe
How building methodically is helping Peter Caputa and Databox disrupt the business marketing analytics industry
Key Points:Peter talks about how Databox has pivoted its business model to target a more sustainable market (00:56)Peter discusses how the company is targeting marketers, but open to find new SaaS revenue streams (02:36)I give my thoughts on Peter's strategy of not niching down (04:38)Peter gives his thoughts on trying to find the right mix of investment in search and content-based acquis
How concentrating on the details helped Jonathan Dane double KlientBoost's revenue
Key Points:Jonathan talks about how and why he founded KlientBoost (01:14)Jonathan discusses the company's original plan for growing by building their brand (02:43)Jonathan gives his thoughts on how they differentiate themselves from other agencies with their design, their many published case studies, and their consistency in everything they do (03:20)I give my thoughts on consistency and
How developing a breakaway brand helped Gina Bianchini secure $67 million in funding for Mighty Networks
Key Points:Gina talks about how Mighty Networks adapted when their early customers were enterprise, rather than the SMBs or creators they were trying to attract (01.20)I give my thoughts on adapting to changing opportunities, and growth mindset (03:01)Gina talks about how they transitioned to their ideal customer base over time (05:00)Gina discusses how Mighty Networks specifically avoide
How mental availability helped Guillaume Moubeche grow Lemlist from $0 to $10 million in revenue
Key Points:Guillaume talks about Lemlist's USP as email personalisation, rather than automation (00:54)I give my thoughts on feature-based differentiation as a way of breaking into a market (03.31)Guillaume talks about the company's exponential growth over the years (05:05)Guillaume talks about marketing, blogging and building communities on a lot of channels to build lead profiles and me
How Neha Sampat pivoted from services to SaaS to launch Contentstack
Key Points:Neha talks about how Contentstack grew from a gap in a stagnant market and embraced new technology clients needed (01:13)I give my thoughts on championing change, and encouraging clients to come with you (3:08)Neha talks about how they took a product-led approach, building features the established competition couldn't match (5:11)I give my thoughts on pulling together and impro
How Alina Vandenberghe grew Chili Piper's Annual Net Revenue Retention to 160%
Key Points:Alina describes how Chili Piper identified it's niche and developed a solution to one client's problems (01:06)I give my thoughts on adding value, and how that shows in ARR (06:21)Alina talk about how leads were reluctant to try Chili Piper across the whole site, so they sold it as a low-risk experiment (08:01)I give my thoughts on businesses' reluctance to change, and selling
How Privy's Ben Jabbawy succeeded by focusing on a narrow niche
Key Points:Ben talks about how Privy struggled to scale in its original form (01:07)Ben explains how they developed the idea for focusing on email list growth (04:56)I give my thoughts on product vs distribution (06:16)I give my thoughts on freemium models, and showing users the benefit of paying for additional features (09:37)Ben describes how Privy differentiated itself from other e-com
How Shopify's Morgan Brown helps them stay ahead of the competition
Key Points:Morgan explains Shopify's current pain points (01:07)Morgan explains how Shopify's ecosystem helps differentiate it (2:35)Morgan explains how Shopify's marketing targets potential business owners rather than B2B customers(3.48)I give my thoughts on Nassim Taleb's 'Antifragile' theory of attracting customers with a 'low risk, high potential reward' pricing model (5:04)I give my
How Guillaume 'G' Cabane identifies growth opportunities for businesses
Key Points:How G makes winning a repeatable science (02:38)How G starts establishing opportunities for growth (04:10)My thoughts on maintaining 'scent' and keeping pre and post-click messaging consistent to drive conversions (07:19)How G works with a client, step-by-step (08:20)My thoughts on how drift managed to lead by introducing a new narrative (11:15)G's thoughts on category creation
How Alex Kracov made Lattice a go-to name for HR professionals
Key PointsHow Lattice identified and focused on its niche through conversations with customers (01:55)My thoughts on how to enter a crowded market and find your space by attacking from below (05:00)How Lattice honed their marketing strategy and began interviewing big-name non-customers for their media channels, building a brand association (06:24)My thoughts on building mental availabilit
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