In this episode, Brendan Regan, Senior Director of Lifestyle/Lifecycle Marketing at Smartsheet, shares his strategic, multi-channel approach to engaging both enterprise and SaaS customers. He explains how Smartsheet blends digital programs with human touchpoints—such as customer success reps and account executives—to optimize acquisition, retention, and monetization. Brendan discusses key growth levers they’ve tested, including freemium conversion, upgrades, seat expansion, and cross-sell/upsell tactics, all rooted in a data-driven, experimental mindset. He also explores the benefits and challenges of Product-Led Growth (PLG) and Product-Led Sales (PLS), highlighting how A/B testing and propensity modeling support smarter decision-making. Among his most surprising learnings: onboarding plays a larger role in expansion than expected, and simple, sales-driven heuristics can be remarkably effective in cross-selling. Brendan wraps up with valuable advice for B2B SaaS companies—avoid silos, don’t fall into copycat marketing, and never underinvest in technology. Mastering your martech stack and integrating it properly, he emphasizes, is essential for impactful customer communication.
What is Always Be Testing?
Your guided tour of the world of growth, performance marketing, customer acquisition, paid media, and affiliate marketing.
We talk with industry experts and discuss experiments and their learnings in growth, marketing, and life.
Time to nerd out, check your biases at the door, and have some fun talking about data-driven growth and lessons learned!