{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"B2B SaaS Marketing Snacks","title":"75- Relationships in marketing","html":"","width":"100%","height":180,"duration":1231,"description":"How do you make sure that your relationship bank account with prospects and customers is always positive? If your SaaS company focuses only on what it wants, it will not succeed.\nEvery relationship in B2B SaaS is like a bank account. This key concept from Steven Covey’s “Seven Habits of Highly Effective People” is especially true in marketing for software.\nWhen you get to a point where your relationship makes it beneficial for both parties, then it's a win win.\nTopics discussed include:\nWhat “deposits” and “withdrawals” mean in the context of B2B SaaS marketing\nHow to build genuine relationship loyalty that can be “withdrawn” later\nWhat offers truly make deposits vs making asks that don’t foster real relationships \nHow to be relevant for your audience – and how they will be relevant for you\nWhy knowing your ICP audience and what they want is critical\nB2B SaaS Marketing Snacks is one of the most respected voices in the SaaS industry. It is hosted by two leading marketing and revenue growth experts for software:\nStijn Hendrikse: Author of T2D3 CMO Masterclass & Book, Founder of Kalungi\nBrian Graf: CEO of Kalungi\nB2B SaaS companies move through predictable stages of marketing focus, cost and size (as described in the popular T2D3 book). With people cost being a majority of the cost involved, every hire needs to be well worth the investment!\nThe best founders, CFOs and COOs in B2B SaaS rely on a balance of marketing leadership, strategy and execution to produce the customer and revenue growth they require. Staying flexible and nimble is a key marketing asset in a hard-charging B2B world.\nResources shared in this episode:\nSteven Covey: The Seven Habits of Highly Effective People\nBSMS 42 - What research says about common SaaS startup missteps\nBSMS 26 - How to define and create your Ideal Customer Profile (ICP)\nT2D3 CMO Masterclass\nSubmit and vote on our podcast topics\n\nABOUT B2B SAAS MARKETING SNACKS\nSince 2020, The B2B SaaS Marketing Snacks Podcast has offered...","thumbnail_url":"https://img.transistorcdn.com/eXVFQab6SDTTyj-qv_JQIcgGfZWZr6evrBtV_FKrHdU/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS83MmEx/YTMwNjNhZGU4NzI2/MzMyMzVmYzJkNTc5/YTRkNC5qcGc.webp","thumbnail_width":300,"thumbnail_height":300}