SaaS Marketing 101: The Playlist

saas marketing 101 playlist business of software

1: The Evolution Of A SaaS Marketing Team – Andrus Purde (Former Head of Marketing, Pipedrive)


People talk a lot about scaling SaaS, or scaling your hiring or culture. But what about marketing? How does your Marketing need to develop in line with the rest of the business? Andrus talks about the four distinct marketing stages your company will go through as it grows; and how, ironically, just as you get comfortable doing something, you’ll need an entirely different skill set to continue successfully.


2: Positioning For Growth (How To Make Complex Products Obviously Awesome) – April Dunford (Author, Obviously Awesome)


Positioning isn’t a sexy marketing topic – but it could be the difference between success and failure. In this BoS Talk April shows you how important positioning is to your product and how you can be doing yourself a great injustice just by positioning incorrectly.


3: Old School Copywriting Tips For New School Businesses – Joanna Wiebe (Founder, CopyHackers)


Copy is your online salesperson – that’s what Joanna Wiebe believes. The text you commit to on your website and in your emails is the front door to your business, and you better make sure it’s doing its job. In this talk at Business of Software Conference USA 2017, Joanna looks back to some old school copywriters for tips to use to help your SaaS stand out, including the Seven Sweeps you should give your copy before you ship it.


4: Building A High-Growth Startup Sustainably – Nilan Peiris (VP Growth, TransferWise)


No marketing channel scales infinitely. That’s the message Nilan opens his talk from BoS Europe 2018 with. So how do you build sustainable marketing to keep your business growing sustainably? Drawing on past experience working with early-stage startups and as VP Growth at TransferWise, Nilan shares how TransferWise optimised for their most effective marketing channel – Word-of-Mouth.


5: Lessons Learned In 33 Years In The Software Industry – Seth Godin (Author, Purple Cow)


The man needs no introduction, but here it is anyway. Seth Godin is the founder of Yoyodyne and Squidoo, and the author of seminal books such as ‘Purple Cow’, ‘Tribes’, and ‘Linchpin’. At BoS USA 2017, he shared 7 important lessons he’s learned during that time.