Are you wondering how to build a high-impact demand gen strategy for B2B SaaS? In this episode of the Grow Your B2B SaaS Podcast, host Joran talks with Clark Barron, CEO of Ronin, a cybersecurity marketing agency, and co-host of the Late Stage Demand podcast. They discuss demand generation, brand building, and how marketing strategies compare to cybersecurity tactics. Clark shares his views on the changing role of demand generation in B2B SaaS, common mistakes in growth strategies, and why knowing your audience is key.
Key Timecodes
(0:43) - Guest intro: Clark Barron, CEO of Ronin and co-host of Late Stage Demand podcast
(1:31) - Cybersecurity marketing parallels with cyber attacks
(3:13) - Challenges in cybersecurity marketing with email tactics
(4:05) - Effective marketing experiments in cybersecurity
(4:27) - Explaining demand generation and its misconceptions
(5:52) - Misnomer of marketing generating demand
(7:25) - Different definitions of demand generation
(9:04) - Challenges in quantifying effectiveness in B2B marketing
(13:09) - Importance of qualitative research in understanding audience
(15:11) - Implementing demand generation successfully
(18:41) - Experimenting with channels and content
(21:23) - Brand vs. demand debate in marketing
(25:02) - VC-backed vs. bootstrapped companies in marketing approaches
(30:21) - Hockey Stack Tesla giveaway case study
(34:38) - Advice for SaaS founders at 10K MRR and scaling to 10M ARR
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