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Welcome to Volume 155 👋
Happy Thursday!
In this week’s newsletter, we cover:
- 🤝 How Deel’s Footprint Exploded in One Year of Great Content
- ↗️ 3 GTM Experts on How to Generate More Top-of-Funnel Leads
- 👀 What’s the Latest in B2B SaaS This Week?
- 🧠 This Week’s Brain Food
- ➕ The Best Content Across the Web
Let’s get into it.
Looking for a marketing conference without the B.S.?
You’re in luck—Ross will be in Austin, TX, this October 18th to speak at the Marketingland Festival by the pros at The Marketing Millennials. With dedicated spaces for everything from branding and content creation to ecommerce and revenue tactics, it’s a day you won’t want to miss!
Check out the rest of the Marketingland lineup and book your ticket before they’re all gone!
B2B SAAS INSIGHTS
How Deel’s Footprint Exploded in One Year of Great Content
It’s not often that a brand is able to 4x its traffic in less than a year. So, when it does happen, it pays to pay attention. This is the case with the remarkable explosion in traffic that Deel has experienced in 2023.
Closing out last year, Deel had about 9,000 monthly visitors. Now—that number is around 35,000. Naturally, the next question is, “How did the company do it?”
Well, you’re in luck. Last week, my colleague Chris Meabe investigated the marketing strategy that this billion-dollar HR and payments platform uses to bring its product to over 15,000 customers. Specifically, the case study looks at how Deel meticulously combines a great product with the following key marketing strategies:
- Investing in the rapid expansion of its blog while maintaining post quality
- Hitting it big on the high-risk, high-reward strategy of glossary content
- Leveraging bit-sized, snappy video content to quickly rack up views
- Repurposing key long-form content to generate traffic across all channels
You can check out the full Deel case study on the Foundation Labs page.
B2B MARKETING
3 GTM Experts on How to Generate More Top-of-Funnel Leads
It’s an eternal quest for marketing departments in the SaaS industry—the never-ending hunt for leads. With so many different products and niches, one might expect a variety of opinions about the best ways to capture the attention and interest of prospects. Well, the team at Bessemer Venture Partners recently sat down with three marketing leaders with extensive GTM experience to get an answer. The experts reached a surprising consensus:
The key steps to generating top-of-funnel leads occur well before content creation and distribution—finding product-market fit, a meticulous understanding of the audience, and a compelling brand story.
Are these novel, groundbreaking insights? No. But it’s instructive to know that, despite all the changes in the tech industry, research-driven marketing still leads the way.
Of course, there’s more to it than just that. Especially when you’re working for brands like Coursera, Capmo, or Torq. Marketing experts Kim Caldbeck, Norm Rohr, and Don Jeter provide the BVP team with plenty more strategies for capturing leads during GTM, including:
- Revisiting buyer personas using the Six Ps Framework to increase product-market fit and fine-tune storytelling
- Identifying and leveraging a unique sales wedge or network effects where possible
- Delivering relevancy, value, and clarity to your audience with your content
- Creating a memorable B2B brand that bucks industry trends
Find out the rest of the tips for generating new leads on the BVP website.
👀 What’s the Latest in B2B SaaS This Week?
🔊 New ChatGPT features help the generative AI tool “see, hear, and speak”
📈 Klaviyo and Instacart have brought the Tech IPO market back—kinda
🤖 OpenAI looks to sell shares, raise capital, and boost its valuation to between $80 and $90 billion
💸 B2B payments platform Slope closes a $30-million round with Sam Altman’s backing
🔗 Links appear to have fallen out of Google’s top three search ranking factors
This year, we’ve seen major disruptions in the content marketing space—from the Generative AI boom to crumbling social platforms. Brands that adapt quickly to such changes create content that truly stands out and, ultimately, come out on top.
Want to get a head start on next year’s trends? Ross recently met up with Taylor Wells and GTM News to discuss the Future of Content Marketing in 2024.
Check out the Future of Content Marketing in 2024 video here!
🧠 This Week’s Brain Food
In both life and marketing, much like photography, it’s all about the angles.
Embracing a multitude of perspectives isn’t just enlightening—it’s a game-changer. It helps us challenge our biases, questioning what we think we know and what we think we see in the world. It’s like having a conversation with a room full of people, each from a different walk of life, each with a unique story to tell. You get to hear so many sides of the story, and it opens your eyes to possibilities you never even considered!
In the world of marketing, it’s the key to crafting campaigns that resonate on a deeper level and speak to people’s diverse experiences and desires. Viewing your product, audience, and industry from different angles can help you understand that there’s no one-size-fits-all solution, and what works for one person might not work for another. By stepping into different shoes, we can design strategies that are not just innovative but also incredibly in tune with people’s needs.
It’s this kind of thinking, this willingness to see the world from multiple angles, that leads to groundbreaking ideas and, ultimately, success in marketing and life!
Want to sponsor our next issue? Reply to this email, and we’ll share how you can reach more SaaS founders and marketers today.
🏅 X Post of the Week
Stop overcomplicating your SaaS pricing page by Andrea Bosoni
🎖️ LinkedIn Post of the Week
Arguing with AI to create more engaging, insightful content by Brendan Hufford
🤳🏽 Nice Finds You Should Binge
- How Miro Turned the Whiteboard into a $17.5-Billion Valuation
- Confessions of a Viral AI Writer
- Prompt Engineering: A Guide for Marketers and Content Creators
- The ChartMogul Team Looks at Using Segmentation to Unlock Revenue Growth
🎧 What We’re Wired Into This Week:
This SaaS news smattering 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’re always looking for ways to improve and make sure you’re getting the best B2B SaaS marketing resources.
Have a great weekend, and see you on the other side!
