{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Everyone Hates Marketers | No-BS Marketing & Brand Strategy Podcast","title":"How to Thrive for Change & Growth in a Chaotic Environment","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/6ad1161c\"></iframe>","width":"100%","height":180,"duration":2486,"description":"Let's talk about eliminating chaos in your marketing efforts.\nIn today's episode, I chat with Hana Abaza about the nitty-gritty of running the marketing for Shopify Plus. She joined the Shopify Plus team while the company was in the midst of crazy growth.\nYou'll learn foundational principles for SaaS marketing, the biggest misconceptions about positioning, and how you can drive growth and optimization in a chaotic environment.\nTopics covered:\nThe nuance of marketing for B2B SaaS vs. small business or consumer\nHow Shopify Plus started as an experiment to reduce churn\nWhy positioning is highly misunderstood by most marketing teams\nWhat happens when you base marketing on your own assumptions\nWhy you must have a minimum data measurement in place first\nHow to identify low-hanging fruit based on your sales funnel\nThe surprising reason growth isn’t focused on driving more volume\nWhy foundational marketing strategy falls into four separate buckets\n\nResources mentioned:\nShopify Plus\nHana Abaza on Slideshare\nHubspot CRM\nOgilvy on Advertising\nThe Unpublished David Ogilvy\nThe Boron Letters\nConversionXL\nAndrew Chen\nBrianne Kimmel\nTomasz Tunguz\nHana Abaza\n5 Proven Methods for Positioning Your New Product","thumbnail_url":"https://img.transistorcdn.com/tErK_MMK-L6psKsv8Q2vwohzj73RLm3YvZmMK-IJ5Xk/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9zaG93/LzM3NTE0LzE3MDg2/ODAyNDEtYXJ0d29y/ay5qcGc.webp","thumbnail_width":300,"thumbnail_height":300}