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Welcome to Volume 187 👋
Happy Thursday!
In this week’s newsletter, we cover:
- 🌊 How Seismic Is Making Waves in B2B SaaS Marketing
- 👀 The Latest in B2B SaaS This Week
- 🧠 This Week’s Brain Food
- ➕ The Best Content Across the Web
Let’s get into it.
🚀 MozCon 2024 — Discount Tickets 🚀
It’s that time of year again!
Ross is heading to Seattle at the beginning of June to speak at MozCon 2024. Last year’s event was an amazing experience, and he’s fired up to connect with y’all again!
Oh, and if you still need tickets, Ross has some coupons available (for now 👀). Whether you want to go for the live experience or tune in for the live stream, get your discount tickets here before they run out:
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
How Seismic Is Making Waves in B2B SaaS Marketing
Sales cycles are becoming longer and more complex for B2B companies as customers take their time identifying a fit based on their exact business needs. Sales reps need to be on the ball when it comes to their customer pain points, not to mention staying on top of constantly changing product features and updates. The role of sales enablement platforms has emerged to fill this space.
But as more companies join the space and things get more competitive, a funny question emerges:
How do enablement companies enable enablement?
In the most recent breakdown for the Foundation Lab, I take a look at how one of the leading platforms in this space, Seismic, uses organic marketing to help speed up the length of their own sales cycle.
One of their most effective tools at the moment is a small resources subfolder called “Enablement Explainers.” These top-of-funnel educational pieces make up 5% of Seismic’s web pages but bring in nearly 50% of their organic traffic.
I take a look at the different SEO and user experience (UX) tactics Seismic uses to drive traffic to these pages, including:
- Comprehensive Internal Linking: Strategic placement of internal links that guide visitors deeper into the Seismic ecosystem.
- UX Enhancements: Using interactive modules and easy navigation to improve user engagement and retention.
- Visual Aids: Incorporating custom graphics to clarify complex concepts and increase page appeal.
- Embedded Videos: Adding YouTube videos to enrich content and cater to different learning preferences.
Oh, and I also examine how Seismic’s C-Suite is embracing the art of social selling on LinkedIn and how the platform drives 90% of their social referrals.
Check out the full Seismic breakdown on the Foundation Lab page. While you’re there, take a look at the other 45+ deep dives on leading SaaS brands.
👀 What’s the Latest in B2B SaaS This Week? 👀
💰 Wiz plans to expand cloud security platform after raising $1 billion at a $12 billion valuation
🍎 Perplexity makes moves in the education space, launching new AI course for teachers
💸 AI-powered software marketplace platform Sagetap raises $6.8 million
📉 Taking a closer look at Google’s alleged loss in search market share in the month of April
🤖 Stack Overflow is the latest social platform to sign a data licensing deal with OpenAI
🚨 New Podcast Alert: Unlocking the Power of AI with Alessandra Colaci 🚨
Everywhere you look, there are stories about AI — from the supposed threat it poses to organic marketing and SEO to how it’s transforming marketing departments. There’s so much talk that it’s hard to separate the truth from the noise.
That’s why Ross sits down with Alessandra Colaci, Founder of Humans + AI, for some expert-level insights during the most recent episode of Create Like the Greats. Here are a few of the highlights:
- Creating an intelligent sales assistant by feeding AI your personas, use cases, and customer data
- Making AI your competitive advantage by offloading manual or repetitive tasks to focus on creative and strategic work
- Overcoming organizational resistance to AI with education and demonstrations to increase understanding
- Unlocking your creativity across media by using GenAI tools like Midjourney and RunwayML
Tune in to hear the full launch story on Apple Podcasts or Spotify 🎧
🧠 This Week’s Brain Food 🧠
Spring is one of my favorite times of year — and not just because it means the snow is over (hopefully).
It’s playoff season, with the NBA and NHL playoffs both in the second round. If that’s not your thing, this year, there’s an added treat: the Euro Cup and Summer Olympics are also just a few months away!
At a time when much of the media we consume feels formulaic, predictable, and even lazy, sports deliver some of the most compelling, exciting, and authentic stories out there. The pure, unscripted chaos of competition is something I think we all resonate with at some level.
Against-all-odds underdog stories.
Comebacks showcasing the resilient human spirit.
Record-breaking performances etched into the history books.
And, of course, the rich drama that comes from rivalries.
They’re all captivating narratives.
Are there major issues with major league sports and organizations like the International Olympic Committee? Absolutely. And these are just as important to tell.
But, in a world craving authenticity, genuine excitement, and hope, I think sports are a great example of humanity in action.
🎧 BOSS X Ross: New Podcast Episode with Ali Levitan 🎧
Ross swaps out the hosting seat for a guest chair on a recent episode of Ali Levitan’s podcast BOSS. This podcast is Ali’s way of paying forward all the insights from her LinkedIn executive interview series, sharing stories and insights from C-Suite leaders at TikTok, NBCU, JPMorgan, and more!
Here’s what the two cover in this episode:
- How a love for the internet helped fund Ross’s education and propel him to B2B SaaS dominance
- The transformative impact AI is having on marketers around the world — from content creation to distribution
- Practical steps for amplifying marketing and sales efforts using LinkedIn and AI (the right way)
Check out this episode of BOSS on Apple or Spotify!
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
The fact that parasite SEO works so well… by Charles Floate
🎖️ LinkedIn Post of the Week
Generative AI transformation starts at the top by May Habib
🤳🏽 Nice Finds You Should Binge
- Quora CEO Adam D’Angelo talks about AI, chatbot platform Poe and why OpenAI is not a competitor | TechCrunch
- Meet the Woman Who Showed President Biden ChatGPT—and Helped Set the Course for AI | WIRED
- TikTok is suing the US government | The Verge
- What’s Generative Engine Optimization (GEO) & How To Do It | Foundation
💻 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.
- SignalFire Job Board
- Mangomint: Multimedia Marketing Manager
- Foundation: Content Marketing Manager
- Foundation: Content Marketing Strategist
- Foundation: Social Media Editor [Freelance]
- Foundation: Junior Full-Stack Developer
- Foundation: Senior Director of B2B Marketing
- Foundation: Senior Director of Social Media
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
The Yussef Dayes Experience – Live From Malibu
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!
