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Welcome to Volume 190 👋
Happy Thursday!
In this week’s newsletter, we cover:
- 🛠️ How to Diversify Your Marketing Mix Like Wiz
- 👀 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 in person 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 Wiz Diversifies Their Marketing Engine
If you’re subscribed to this newsletter, you’ve probably read plenty of stories about social media and content marketing strategies. But there aren’t that many examples of companies truly mastering a multichannel marketing strategy.
That’s where Wiz stands out.
Wiz is a cybersecurity unicorn. They’re in a highly competitive, fast-growing market where it’s tough to stand out. Given how technical and complicated products like theirs are, marketing is what can make or break a cybersecurity company.
But our very own Ethan Crump figured out what makes Wiz’s strategy so special. It’s multi-pronged, with each type of marketing standing out in its field:
- Brand Marketing: Wiz’s optimistic and magical branding, featuring bright colours and cartoonish imagery, stands out in an industry often driven by fear-based tactics.
- Field Marketing: Innovative setups like the “WizMart” at RSA 2024 showcase Wiz’s creativity and enhance brand visibility at major industry events.
- Organic Marketing: High-quality content drives 26% of Wiz’s web traffic, with the Wiz Academy bringing in significant organic visits through expertly written articles.
- Social Selling: Wiz maintains a strong presence on LinkedIn, Twitter, and Reddit, driving substantial web traffic through active engagement and unique content.
For the complete breakdown of Wiz’s wide-net marketing strategy, check out the full article on the Foundation Labs page.
👀 What’s the Latest in B2B SaaS This Week? 👀
- Google Search’s internal documentation leaked, revealing what information Google uses in its algorithm
- The European Union passed standard-setting legislation regulating AI
- IBM and Salesforce are expanding their existing AI cooperation agreement
- Reddit and OpenAI announced an extensive partnership that includes database access, new AI features, and advertising
- Google Ads will be able to display ads showing how clothing fits different body types with AI
- Nvidia has accelerated their AI chip development from a new chip every two years to a new chip every year
🚨 New Guide: How to Run a $1 Million SEO Budget 🚨
We get asked a lot about how to make the most of a fixed SEO budget. Well, the expert himself, Ross Simmonds, finally sat down and wrote a complete, thorough guide to how he’d divvy it all up.
It’s hard to overemphasize how valuable Ross’s insights are on this specifically. He’s been in the game for a long time, he knows what works and what doesn’t, and he knows how to stretch a dollar to make the most of it. This is a guide to getting the maximum possible impact out of a fixed budget for digital marketing.
Are you ready to get his full insights? Check out the guide here.
🧠 This Week’s Brain Food 🧠
Do something you’re bad at.
I’m taking lessons to do a traditional Spanish dance called Sevillanas. I’m just as bad at dancing as I’ve always been, and my balance and lack of rhythm are as apparent to my teacher as they are to my partner.
But that’s okay! In fact, that’s the point. Because even if you’re bad at something, it’s still a skill you can learn. I might never be a professional Sevillanas dancer, but I’m becoming competent enough to not look terribly foolish.
Plus it’s always a grounding experience to really commit to something you’re bad at. You get a new appreciation for people whose work you might not have fully understood before. And you never know — maybe you aren’t that bad after all!
Intersection 2024: Explore the Leading Edge of AI and Marketing
Big things are in store — Foundation’s best and brightest are kicking off the summer at Intersection 2024! Whether you want to learn how industry leaders future-proof their marketing strategies or network with professionals at the forefront of digital marketing, you don’t want to miss this opportunity.
You’ll hear from a number of great speakers, including the following brilliant Foundationites:
- Ross Simmonds — Founder and CEO
- James Scheer — VP of Strategy
- Chris Meabe — Senior Content Specialist (Hey, that’s me!)
Want to take part in one of the most exciting industry events of the summer?
👉 Register now to secure your spot!
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
Google Search’s secrets by Rand Fishkin
🎖️ LinkedIn Post of the Week
Moz webinar takeaways by Jeffrey Lupo
🤳🏽 Nice Finds You Should Binge
- AI Is a black box. Anthropic figured out a way to look inside | Wired
- The race for an AI-powered personal assistant | Financial Times
- The myth of manufacturing author E-E-A-T | Search Engine Land
- Garry Tan has revealed his “secret sauce” for getting into Y Combinator
💻 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
- Foundation: Content Creator
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
This marvellous 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 chris.meabe@foundationinc.co. We’re always looking for ways to improve and to make sure you receive the best B2B SaaS marketing resources.
Have a great week(end), and stay safe.
