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Welcome to Volume 185 👋
Happy Thursday!
In this week’s newsletter, we cover:
- ⛰️ Klaviyo Scaled a Multi-Billion-Dollar Mountain with Branding
- 👀 The Latest in B2B SaaS This Week
- 🧠 This Week’s Brain Food
- ➕ The Best Content Across the Web
Let’s get into it.
Introducing Create Once, Distribute Forever: The Book
It’s time to get a head start on that summer reading list — Ross’s new book, Create Once, Distribute Forever, is officially available. He’s been preaching the value of content distribution for years across social media, podcasts, and the speaking circuit.
These days, how and where you distribute your work is more important than the work itself if you want to make an impact — amazing products and extraordinary ideas are no longer enough.
Distribution is the missing piece in many SaaS marketing engines, even those at the enterprise level. That’s why Ross put this book together.
Create Once, Distribute Forever is about how to build a sustainable, long-term marketing strategy and ensure as many people see your content as possible. With real-world examples, helpful checklists, and a step-by-step playbook for crafting your own distribution plan, you don’t want to miss this!
Ready to radically transform your content distribution strategy? Order the book today.
B2B SAAS MARKETING
Klaviyo Scaled a Multi-Billion-Dollar Mountain with Branding
The word clavija is the Spanish word for mountaineering pin. It’s also the inspiration behind one of the strongest brands in the SaaS space: marketing automation and customer data platform Klaviyo.
The company revolutionized email and SMS marketing by building the features on top of an e-commerce database. They also serve as a prime example of how strong brands drive associations that, in turn, drive revenue.
In this case, it’s the association between data-driven marketing and e-commerce revenue.
Klaviyo’s reliance on brand is clear when you look at their marketing channel distribution: nearly 70% of their web traffic comes from direct searches — people who are familiar enough with the brand to search for Klaviyo.com directly.
The impact of Klaviyo’s brand is also apparent when you look at their organic traffic. Their website brings in nearly 300,000 visits through the SERPs, 85% of which begin with a branded search term.
Even misspellings of the company name — like Klayvio and Klavio — receive tens of thousands of searches every month.
In the most recent SaaS company breakdown for the Foundation Lab, I take a look at how Klaviyo has used its powerful brand and strong partnership network to redefine the marketing automation space.
Here are some of the highlights:
- Klaviyo earned its place as an essential marketing tool for e-commerce companies with branded metrics like Klaviyo attributed value (KAV).
- The rise of Shopify as the go-to e-commerce platform helped shape Klaviyo’s product, brand, and partnership strategies.
- Word-of-mouth referrals, particularly from Klaviyo agency partners, are a massive source of low-effort inbound traffic.
- Klaviyo can diversify their marketing portfolio by investing in non-branded SEO content like Omnisend and other competitors.
Check out the full Klaviyo breakdown on the Foundation Lab page. While you’re there, take a look at the other 45+ deep dives on leading SaaS brands.
🚨 New Podcast Alert: A Behind-the-Scenes Look at Book Launches 🚨
In case you haven’t noticed, it’s been a busy few weeks in the Foundation Universe with the official launch of Ross’s book Create Once, Distribute Forever.
Thanks to everyone who helped it reach Amazon Best Seller status for not one, not two, but three categories!
Of course, there’s a lot of hard work that goes into those achievements — even after the book itself is finished.
That’s why Ross takes listeners behind the scenes on his book launch journey in the latest episode of Create Like the Greats. Here are some of the highlights:
- Making the rounds on the marketing podcast circuit was key to amplifying reach
- Sharing valuable snippets and insights from Create Once, Distribute Forever across social channels supported a successful launch date
- An email marketing misstep turned into a valuable engagement opportunity
Tune in to hear the full launch story on Apple Podcasts or Spotify 🎧
👀 What’s the Latest in B2B SaaS This Week? 👀
🖥️ Webflow goes in on AI web optimization with the acquisition of Intellimize
⛔ US Congress passes bill that puts TikTok ban on the fast track
💸 Credit-focused international money transfer company Pomelo raises $35M Series AI
👻 Ghost, the newsletter platform, joins the movement to “bring back the open web”
💰 TLcom Capital closes latest fund with $154M earmarked for early-stage startups across Africa
Introducing Foundation’s AI Marketing Console
A few years ago, if someone said that mastering a single SaaS tool could save you 500+ work hours every year, make you a better creator, and increase your chances of landing a leadership position, you’d probably laugh them out of the room. Well, no one’s laughing now.
Generative AI is projected to add billions of dollars to the marketing industry in productivity savings alone, and the vast majority of professionals in our industry are incorporating AI this year.
Like all emerging technologies, there’s a huge advantage to moving quickly. Experimentation and research are key to building the skills you need to stay ahead. Unfortunately, these are also time-intensive processes.
That’s why we’re excited to share the AI Marketing Console.
With the AI Marketing Console, you get an arsenal of 130+ battle-tested ChatGPT prompts to help you create everything from landing pages and email drip campaigns to reports and customer research.
Plus, you’ll get exclusive access to the following:
- A visual AI toolkit with 20+ video walkthroughs.
- Two keynote presentations on the state of AI in marketing.
- An AI content evaluation checklist to level up your outputs.
Get full access to the AI Marketing Console, and start building your AI skills now!
If you want more information on why we’ve created this offering, check out this video from Ross!
🧠 This Week’s Brain Food 🧠
I was scrolling through Reddit the other day and came across an interesting question that I’ve never really thought about:
What determines handedness?
(It’s even weirder that I haven’t thought about it, considering I’m among the 10% of lefthanded people.)
As is the case with most questions about why our brains are the way they are, the answer is unsatisfyingly non-specific. There are many reasons why you have a dominant hand — or two, in some cases — from the genetic to the physiological to the cultural.
Here are a few interesting findings I came across:
- Studies of twins and families suggest handedness is about 25% heritable, but there’s no single gene for the trait (and there may be as many as 40).
- Left-handed people are more likely to have brain asymmetries and increased connectivity in language regions on the left side.
- According to recent population studies, the Netherlands has the highest number of lefties (12.9%), while China has the lowest (2.6%).
Maybe one day we’ll understand exactly why some have to go through life with ink and pencil marks on our hands, but it doesn’t look like we’re there yet!
Want to sponsor our next issue? Reply to this email, and we’ll share how you can reach more SaaS founders and marketers today.
🏅 Twitter/X Thread of the Week
SEOs need to adopt an investigative approach [Thread] by James Brockbank
🎖️ LinkedIn Post of the Week
SEO updates you NEED to know [April 22] by Mark Williams-Cook
🤳🏽 Nice Finds You Should Binge
- Reddit’s CMO Busts Platform Myths | ADWEEK
- What’s Generative Engine Optimization (GEO) & How To Do It | Foundation
- Discord CEO James Citron makes the case for a smaller, more private internet | The Verge
- Confronting the ethical issues of human-like AI |VentureBeat
💻 Job Postings Worth Checking Out
Looking for a new opportunity? Here’s a round-up of some exciting job openings in the B2B SaaS space.
- Foundation: Account Manager
- Foundation: Content Editor
- Foundation: Content Marketing Manager
- Foundation: Content Marketing Strategist
- Foundation: Full Stack Developer [part-time contract]
- Foundation: Social Media Editor [Freelance]
- Foundation: Junior Full-Stack Developer
Want us to include your job postings in our next issue? Reply to this email, and we’ll share how you can reach more SaaS professionals today.
🎧 What We’re Wired into This Week
Glow (Full Album) by Alice Phoebe Lou
This smattering of SaaS stories is brought to you by Ethan Crump!
If you have any feedback, suggestions, or ideas you want to see in this newsletter, feel free to email me at ethan@foundationinc.co. We always look for ways to improve and provide the best B2B SaaS marketing resources.
Have a great weekend, and see you on the other side!
