ForwardSlash

ForwardSlash

A website is never finished — especially a B2B tech website. Welcome to ForwardSlash, the podcast that explores how B2B tech companies can leverage their websites for fast, efficient, predictable, and scalable growth. In each episode, Webstacks Marketing Manager, Adam Buettner, takes a big issue affecting the B2B tech landscape and picks the brains of marketing leaders around the world to learn how it affects the questions B2B tech marketers should ask about their websites—and how to answer them.

Episodes

August 18, 2023 39 mins

In this episode, I sit down with Rand Fishkin, founder/ex-CEO of Moz and founder/CEO at SparkToro, to talk about the importance of understanding your audience's sources of influence, finding SparkToros positioning, how B2B tech buyer journeys have changed and many (if not most) marketers don't know how to catch up, as well as the problem with SaaS product design.

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In episode 21, Adam speaks with Melissa Rosenthal, Chief Creative Officer of ClickUp, to talk about the different elements of "brand" and the roles they play in B2B tech GTM, especially in crowded categories. Melissa educates us on ClickUp's approach to brand, why they decided it would play a central role from the very beginning, how brand influences ClickUp's website strategy and UX, and the future of B2B tech website experiences ...

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In this episode, Adam sits down with the veritable Chris Walker, CEO of Refine Labs, to talk about B2B tech GTM issues, the misconceptions most have on CAC and CAC payback, why PLG struggles with enterprise ABM motions (and vice versa), and how marketing website can help.

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In this episode Adam sits down with David Newton, VP of Product, Customer Success and Marketing at Handle Global, to talk about B2B tech go-to-market strategy, aligning GTM teams, and how to harness the marketing website with this aligned, cross-functional understanding.

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In this episode, Adam was on the other side of the coversation. He sat down with Corrina Owens, Head of ABM at Gong, and Taylor Young, Head of ABM at Terminus, to discussed the lessons learned in launching the ForwardSlash podcast, a podcast that explores the roles marketing websites play in B2B tech growth.

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In this episode, Adam speaks with Alan Gleeson, CEO and Co-Founder of Contento.io, about his strategy behind launching a headless CMS platform, a crowded space with around 80 competitors. They also talk about what B2B SaaS is getting wrong with GTM in general and the roles websites play in revenue growth.

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This episode is basically a follow-up to my interview with Jon Dome on the Jobs to Be Done (JTBD) mindset and framework, pioneered by Tony Ulwick and Clayton Christensen in the '90s to guide product innovation. It has been typically harnessed by Fortune 500-sized behemoths. In this episode, Tony and I discuss:


- How JTBD's complex product innovation framework can be simplified, massaged, and applied to competitive strategy, an...

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In this episode, Adam sits down with Nadia Milani, VP of Marketing at Proposify, to learn about Proposify's foray into ABM/ABX and how she's figuring out how to engage a new high-ACV customer segment in a new vertical that proven tough to crack with PLG. They also discuss how websites/microsites can support the different tiers of ABM/X.

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In this episode, Sarah Segal, Director of Demand Generation at FullStory, took me through her thoughts on the state of demand generation, how she's building her team and setting them up for success, how she aligned with sales to build a chatbot that pushed $500,000 in pipeline in a single quarter, and where she thinks B2B tech websites can improve across the board.

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In this episode, Lori Sullivan, CMO at Mangomint, takes me through why vertical SaaS platforms are all the rage, why PLG brands need to use actual product imagery on their websites (instead of abstract images), and why B2B tech marketing teams should have dedicated development resources.

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In this episode, Corrina Owens, Senior ABM Manager at Gong, explains the major misunderstandings and misconceptions around ABM, how companies need to shift their thinking around ABM's function, when B2B tech companies should consider an ABM motion, how she goes about understanding buyer groups, and the tactics she uses to infiltrate target accounts.

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In this episode, I sit down with Francis Brero, Co-founder and CPO at MadKudu, to discuss the state of PLG, four key (and surprising!) GTM findings from a recent marketing leadership discussion Francis attended, a use case that covers how Lucid increased revenue by 60% from product users, and what he thinks are the most significant weaknesses with B2B SaaS websites today.

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In this episode, I speak with Pedro Clivati, Head of Growth at Growth Hackers, to discuss the misconceptions around the meaning of “growth hacking,” what it means to be a true growth-minded B2B SaaS organization, and how companies can harness go-to-market website experimentation to spark fast, scalable, and profitable growth. Let’s get into it.

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In this episode, I speak with Camille Trent, Director of Content & Community at PeerSignal—a B2B and SaaS go-to-market benchmark insight provider—to discuss how the biggest and fastest-growing B2B SaaS companies are approaching their website experiences and emerging trends around UX and hiring going into 2023. Let’s get into it.

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In this episode, we sit down with Drew Brucker, VP of Growth at Lasso, to discuss marketing a vertical B2B SaaS company in a young product category, the challenges and advantages it brings in 2023, the importance of alignment between all GTM teams (marketing, sales, CS, product), and how to engage dark social by building utility into marketing websites. Let's get into it.

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In this episode, I speak with Yaag Ganesh, Director of Content Marketing at Avoma and four-time book author, to discuss how his approach to content marketing has positioned Avoma’s website as an educational platform that helps prospects and customers tackle pain points outside the realm of its product while still driving demand, activation, retention, and evangelism for its product. Let’s get into it.

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In this episode, I sit down with Mark Evans, fractional B2B SaaS CMO and host of the podcast Marketing Spark, to talk about the state of fractional CMOs in B2B SaaS, the importance of getting back to marketing basics with proper positioning, and how marketers need to be more entrepreneurial to drive demand in 2023 and beyond. Let's get into it.

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In this episode, we sit down with Jon Dome, Head of Marketing at Strategyn, the agency that pioneered the Jobs to Be Done Needs Framework with legendary Harvard Business School professor Clayton Christensen. We discuss how every job (whether you're brushing your teeth or hosting an event) has eight steps how this understanding can help drive customer-centric website and content strategy to drive ABM and engage dark social. Let's ge...

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In this episode, we sit down with Tara Robertson, Head of Demand Generation at Chili Piper, to talk about the state of demand generation in 2023 and how B2B SaaS companies need to shift their perspective when it comes to creating demand and capturing leads, as well as how building "utility" into marketing websites can help feed, engage, and nurture dark social. Let's get into it.

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In this episode, we sat down with the exceptional April Dunford, serial B2B tech VP of Marketing and author of the wildly popular book "Obviously Awesome," a DIY manual on how to get positioning right. We dive into why there's a resurgence in interest in positioning, when to start taking positioning seriously, how often positioning exercises should take place, and how it affects the website.

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