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In this week's newsletter: Marketing Strategy for SaaS Companies, Simplified
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Weekly Briefing No. 182
by Edwin Abl

Hey — It's Ed. Welcome to my weekly briefing. 

Quick Reminder: You are receiving this email because you subscribed to my weekly newsletter. It's not a link dump of "hey, here's what I'm listening to and reading." It's 7+ articles, with summaries, notes, views, and commentary, spanning topics on leadership, B2B SaaS marketing, SaaS GTM, sales, well-being, or other interesting finds from around the web. Occasionally, I send long-form articles on leadership, marketing, and personal growth.

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==> In this week's briefing: 

  • What is a minimum viable audience 
  • How to simplify your value proposition 
  • A marketing strategy for SaaS companies, simplified
Thank you for subscribing 🙏. 
 

IDEAS FROM ME  📈

1. I’m reading Super thinking: Upgrade your reasoning and make better decisions with mental models. It was recommended as one of the top ten books that will change your life. That’s too big a tease not to try out. 

2. How to leverage the power of teaching for better learning.

The steps are as follows:

✅ Pretend to teach a concept you want to learn about to a student in the sixth grade.
✅ Identify gaps in your explanation. Go back to the source material to better understand it.
✅ Organise and simplify.
✅ Transmit (optional).

3. From the archives:  A peek inside Marc Andreessen’s thoughts on productivity, reading habits and much more… 
 

 

SAAS GTM  📈

4. [THIS LINK WAS BROKEN LAST WEEK] I wish I had come across the concept of a Minimum Viable Audience years ago. When it comes to marketing, most SaaS companies think *broad*, a big error. Yes, broad might be the end goal, just like your product. However, when gaining traction similar to products focused on MVP, GTM should think the same and build an MVA. Here is what is meant by the Minimum Viable Audience concept

5. Over the last nine months, I've been doing lots of work helping SaaS companies redefine and simplify their value propositions. You often find this is one of the top three problems needing to resolve before scaling.

Where do you start?

Well, it's easy. You need to go and interview customers (or prospects) with a set of insightful questions. You can steal these 22 questions you should be asking your customers.

6. Key trends that will matter most as Demand and ABM leaders embrace buying groups in 2022. 
 

 

WELL-BEING  🧠 

7. This piece contains seven lessons and quotes from a legendary commencement speech that has stood the test of time

 
 

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One more thing...Thanks for reading.

Enjoy your day. And if you like this newsletter and want to support it, forward it to a friend 🤝, tweet me 👏, or if you’re seeing this newsletter for the first time, you can subscribe here.

Thanks, 
Ed 

 

 🤔 Marketing Strategy for SaaS Companies, Simplified

Go all in, building a sustainable (realistic) marketing growth plan. 

PS: This does not mean cutting spending. 

Marketing growth strategy 2020: 

1. Five+ marketing channels 
2. Large-scale programs 
3. Unlimited performance marketing spend 
4. All about demand (not conversion or customers) 
5. Broad purpose, no niche vision

You need to change your thinking to five things: 

1. Shift to program-level CAC 
2. Invest in conversion, not just demand 
3. Launch new programs iteratively 
4. Design an operating cadence (quarterly metrics / weekly tracking)
5. Build a minimum viable audience 

What's changed?

The market. Funding events. Unrealistic projections. 

It's why. 

You need to figure out what's important and go all-in in supporting those values and strategies.

 

PRODUCT RECOMMENDATION

Scribe - Turn any process into a step-by-step guide, instantly.

Pitch: Record any process and automatically create a how-to guide, complete with screenshots, instructions, and clicks.

Easy to edit and customize.

Take it for a test drive.

 

CAN WE WORK TOGETHER?

This newsletter is my passion project. I hope it helps you gain deeper insight and equips you to learn at the pace needed to keep up. Many readers have asked about how we can work together. In case you’re interested, I do three things.

(1) DUE DILIGENCE FOR INVESTORS & CEOs: A bespoke framework and capability model ‘DEMAND KARMA’ that delivers DD services to investors, VC firms and CEOs. 

(2) ADVISORY: Retained advisory at funded scale-ups. A simple monthly fee. Helping CEOs build a scalable marketing machine.

(3) MENTORING: Designed for people looking to get to the next level — Director, VP and new CxO. My sweet spot is helping to mentor developing VPs / "Head of"  / aspiring leaders to step into the CxO role.

If you’re interested, let’s jump on a call to see if you’re a good fit. 

Click here to schedule a call.
 
Copyright © 2020 Edwin Abl, All rights reserved.

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Edwin Abl · 32 Lavender Sweep · London, London SW11 1HA · United Kingdom