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Welcome to Volume 193 👋
Happy Thursday!
In this week’s newsletter, we cover:
- 🐺 How Arctic Wolf Leads the MDR Pack
- 👀 The Latest in B2B SaaS This Week
- 🧠 This Week’s Brain Food
- ➕ The Best Content Across the Web
Let’s get into it.
Intersection 2024: Explore the Leading Edge of AI and Marketing
Intersection 2024 is less than a week away!
Join Foundation’s best and brightest as we kick off the summer with a virtual conference exploring the intersection of artificial intelligence and marketing. Whether you’re still exploring different use cases for generative tools or are ready to level up your AI strategy, you don’t want to miss this event.
Hosted by our very own Leigha Henderson, here’s a sneak peek at the Intersection 2024 agenda:
- What Content AI Can’t Do (Yet) — Chris Meabe, Senior Content Specialist, reveals what these disruptive tools still struggle with and how to avoid misusing AI.
- Fireside Chat on Disruptive Technologies — James Scherer, VP of Strategy, joins Ross for a virtual sit-down on the marketing innovations making waves.
- Key Note Speaker: Ross Simmonds — The marketing master himself spends an hour separating hype from reality when it comes to using AI for creation and distribution.
There’s still time to secure your spot in one of the most exciting industry events of the summer!
👉 Register for Intersection 2024 now!
B2B SAAS MARKETING
How Arctic Wolf Leads the MDR Pack
The B2B cybersecurity market is thriving.
Attacks on enterprise and mid-sized businesses are increasing while there’s a shortage of the skilled labour needed to prevent and navigate these events. The global market for managed security services reached $31 billion last year and is projected to double by 2026. More money. More competition. More marketing.
In the latest breakdown for the Foundation Lab, I look at the leading security operations platform Arctic Wolf. They’ve raised over $900 million since their inception in 2012, providing a great case study for how cybersecurity companies can use branding to separate themselves from the competition.
Arctic Wolf currently drives over 69% of their web traffic through direct search. Here’s a glimpse at how they built such a brand-heavy traffic engine:
- Attaching their brand to major sports teams like Oracle Red Bull Racing (F1), Wolverhampton Wanderers (EPL), and the Minnesota Vikings (NFL).
- Building out their pack with a 100% channel go-to-market strategy for their manager service provider (MSP) partners.
- Boosting brand recognition with paid search ads for over 750 high-value keywords revolving around MDR and SOC.
I also walk through the state of Arctic Wolf’s organic marketing engine, which lags behind competitors like Crowdstrike, Sentinel One, and Rapid7, and how they can drive more traffic with content.
Check out the full Arctic Wolf breakdown on the Foundation Lab, and let us know what you think about brand-heavy growth strategies!
👀 What’s the Latest in B2B SaaS This Week? 👀
🎣 Phishing Alert: Researcher Finds Security Bug Allowing Spoofing of Microsoft Employee Emails
📺 YouTube Introduces Experimental “Notes” Feature that Lets Users Add Context to Videos
💲 Data Platform Tinybird Raises $30 Million Series B to Provide User-Facing Analytics in Real-Time
📱 TikTok Adds New Features to Ad Suite that Include AI Avatars and Dubbing Tools
🚨 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 🧠
It was a hot one this week — hopefully, you were able to stay cool.
The mercury soared to well over 40 degrees Celsius (or 104 Fahrenheit for our American readers) as a heat dome settled over large swaths of Canada and the United States. This got me thinking: What is a heat dome anyway?
According to the Royal Meteorological Society, heat domes are high-pressure systems that trap hot air over a region for an extended period, causing prolonged and intense heat waves. The high pressure acts like a lid, compressing the hot air and pushing it back down, further heating the air near the ground. Apparently, this happens more frequently during La Niña conditions, which divert the jet stream and reduce low-pressure systems.
Heat domes can stretch over several states and linger for days to weeks, with the hot air having nowhere to escape until the high-pressure system finally moves on. We saw this a few years ago during the record-breaking lethal system in the Pacific Northwest. For reasons you can probably guess, experts project that heat domes will become an increasing issue across the globe.
Let this be your sign to double-check that AC unit (or invest in a really good fan). Stay safe!
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.
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
Creating a Frameworks GPT for AI-assisted problem solving by Ethan Mollick
🎖️ LinkedIn Post of the Week
Understanding the Fragmented B2B Buyer Journey by Ross Simmonds
🤳🏽 Nice Finds You Should Binge
- Hackers Detail How They Allegedly Stole Ticketmaster Data From Snowflake | WIRED
- How to Write SEO Content According to the Google Leaks | Foundation
- Feds Sue Adobe for “Trapping” Customers in Long, Expensive Subscriptions | Gizmodo
- AI Is Coming for Big Tech Jobs — but Not in the Way You Think | WIRED
💻 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
- Foundation: Content Marketing Manager
- Foundation: Content Marketing Strategist
- Foundation: Social Media Editor [Freelance]
- 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 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!
