Welcome to Volume 153 👋
The air’s cooling down, but we’re just getting warmed up!
In this week’s newsletter, we cover:
- ✍🏽 How SafetyCulture Uses Templates & Checklists To Drive Organic Growth
- 👀 What’s the Latest in B2B SaaS This Week?
- 🧠 This Week’s Brain Food
- ➕ The Best Content Across the Web
Let’s dig in!
SAAS CASE STUDY
How SafetyCulture Uses Templates & Checklists To Drive Organic Growth
Surgeons, pilots, and engineers can’t afford a single mistake in their jobs, relying heavily on meticulously crafted checklists to avoid disasters. But the magic of checklists isn’t confined to high-stakes professions; it has found a remarkable application in the business world, potentially earning millions in revenue.
In 2004, SafetyCulture embarked on a journey to harness the untapped potential of checklists, evolving to become a beacon in the inspection software industry with a valuation soaring to $2.7 billion. The cornerstone of this monumental success? A strategic approach to SEO integrated seamlessly with user-intent optimized checklists.
The Foundation Labs delved deep into SafetyCulture’s transformative journey, revealing the intricate strategies that propelled the company to industry leadership. From building an expansive repository of over 100,000 checklists to mastering on-page SEO and understanding the nuanced needs of its audience, SafetyCulture’s approach is a master class in organic growth and digital dominance.
Dive deeper into the journey and uncover the key insights in the full case study. You’ll learn how a diversified content strategy, coupled with a deep understanding of search intent, fueled SafetyCulture’s growth, turning it into a go-to resource for professionals across various sectors.
P.S.: Become an Insider to get exclusive access to the full case study and even more detailed breakdowns like this one!
👀 What’s the Latest in B2B SaaS This Week?
ChatGPT’s traffic saw a small uptick in the US after falling steadily for the past three months. However, global traffic remains down, and competitors are gaining steam in key markets. It remains to be seen whether ChatGPT will see the expected increase in September traffic as the US school year begins.
Amazon completed a brilliant coup as its former executive, Dave Clark, resigned as CEO of Flexport. During Clark’s tenure there, Flexport bought Shopify’s notoriously unprofitable logistics division, and Amazon took advantage of this to partner with Shopify on logistics. The result: plenty of money for Amazon, Flexport is stuck with an unprofitable logistics solution, and Clark may be considering a run for governor of Texas.
Salesforce and McKinsey & Company announced that they are partnering to combine their proprietary AI solutions for customers looking for even more robust, AI-powered solutions. The new partnership demonstrates how both companies see AI as key to their continued success and how these companies can tackle the problems of analyzing both structured and unstructured data.
Alteryx, a technology company valued at around $2.5 billion, is considering a sale as its valuation has plummeted from almost $5 billion in February of this year. So far, no expressions of interest have met Alteryx’s expectations for valuation.
Want to sponsor our next issue? Reply to this email, and we’ll share how you can reach more SaaS founders and marketers today.
🧠 This Week’s Brain Food
We work in an amazing industry.
As I wrote the piece above about how SafetyCulture uses checklists, I thought about all those professionals who can’t afford to make a single mistake in their jobs. Just last August, an engineer was banned from working for 18 months because a bridge he designed collapsed just hours after it opened.
Fortunately, nobody was harmed, but it shows how even trained professionals can make terrible mistakes. There’s very little room for a surgeon to do something experimental or for a civil engineer to be unsure about how something will work out.
But we aren’t surgeons, and we aren’t building bridges. Unless you are, in which case, thank you for doing that difficult work. In digital marketing, we can swing for the fences, try experiments, and get a little weird. Here are a few ways you can take advantage of that.
👂🏽 Listen up!
Encourage the people around you to pitch weird or goofy ideas. They might not all be winners, but some of them will have a gem in the center. Often, people from different backgrounds or departments will be able to think a little outside the box and help you generate new, innovative ideas.
💡 Just try it!
You don’t need to lean fully into the attitude of “move fast and break things” to get innovative with your experiments. Just try out a few ideas, and if they work, great! But if not, you haven’t been too invested in them for it to be disastrous. Remember, you aren’t building a bridge here.
📣 Don’t be afraid to share
Sharing your experiments and inviting feedback from others can help you gain more perspective on the ideas you are working with. It doesn’t need to be a huge reveal, either. Start small by talking it through with someone in your team or even just writing a few sentences about your idea and getting some advice.
🔁 Test and re-test
A big part of experimentation is testing out ideas, seeing how they work, and then adapting them based on the results. Don’t be afraid to iterate multiple times and refine your experiments until you get the desired outcome. Constantly trying different approaches will help you find a winning idea more quickly.
🏅 X Thread of the Week
🎖️ LinkedIn Post of the Week
🤳🏽 Nice Finds You Should Binge
- Why marketers must beware ‘inauthentic authenticity’
- How To Incorporate Artificial Intelligence Into Your Content Workflows
- 5 Digital Marketing Trends B2B Brands SHOULD Ignore In 2023
- Three Strategies Rooted In Evidence For SEO Excellence [RESEARCH]
🎧 What We’re Wired Into This Week:
This marvelous marketing medley is brought to you by me, Chris Meabe!
If you have any feedback, suggestions, or ideas you want to see in this newsletter, feel free to email me at firstname.lastname@example.org. We’re always looking for ways to improve and make sure you’re getting the best B2B SaaS marketing resources.
Have a great week(end), and stay safe!