Beyond Playbooks: Marketing Mastery with Sushovan Saha, Global Head of Marketing at Attentive.ai

How can strategic playbooks, customer validation, and performance marketing drive success in B2B SaaS and industries like landscaping and construction? In this episode, we sit down with Sushovan Saha, a seasoned marketing leader with over 14 years of experience in digital marketing, B2B SaaS, and go-to-market strategies. We kick things off by diving into Saha's expertise in using strategic playbooks to drive marketing success. Saha shares his approach to customer validation, managing reviews and analyst relations, optimizing trade shows and events, and refining positioning and messaging. He also highlights the importance of aligning marketing efforts with customer needs, building foundational content, and driving engagement. The episode explores Attentive AI’s innovative marketing strategies, especially in industries like landscaping and construction, and emphasizes the effectiveness of performance marketing and organic growth. Sushovan offers invaluable insights into the complexities of the CMO role and the critical role strategic playbooks play in achieving marketing excellence.

 

 

Takeaways:

• Leverage Playbooks for Consistency and Efficiency: Sushovan highlights the value of having key playbooks in place to avoid reinventing the wheel, helping your team stay efficient and consistent across marketing efforts.

• Put Customer Validation First: Build a customer validation playbook that centers on deep buyer personas and understanding customer pain points. This ensures your marketing truly resonates with your audience’s needs.

• Manage Review Sites and Analyst Relations: For growing businesses, create a playbook for managing reviews and engaging with analysts. Positive reviews and endorsements can boost your credibility and visibility.

• Maximize Trade Show and Event ROI: Develop a strategy for both virtual and in-person events. Smaller, more personalized interactions often lead to better conversion rates, improving your event ROI.

• Create Strong Foundational Content: Support your marketing with high-quality, evergreen content. Regularly update and create content that powers your digital marketing, PR, and paid campaigns.

• Optimize Conversion Paths: Focus on improving the conversion funnel—from free trials to demos, and demos to paid conversions. Identify drop-off points and address them to boost overall conversion rates and revenue.

• Engage Customers Continuously: Keep ongoing communication with prospects and customers. Use feedback and behavior insights to refine your approach and minimize drop-offs, ensuring prospects stay in the funnel.

 

 

Quote of the Show:

“I am a staunch believer of the fact that everything is content… Your foundation is content enablement, assets, everything. The rest of it all, apart from content, are really channels.” - Sushovan Saha

 

 

Links:

• LinkedIn: https://www.linkedin.com/in/sushovan-saha/ 

• Website: https://attentive.ai

Ways to Tune In:

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