Strong product marketing is crucial for early-stage software companies. But it’s also the most significant gap for many. Whether it’s your first marketing hire or someone from your founding team, someone on your team should be able to connect their deep understanding of your product (features, capabilities, value delivery) with an overarching go-to-market plan. Some of the core product marketing capabilities your team needs are: Positioning: Understand your market and the competition....

The content playbook that worked in the 2010s doesn’t work anymore. Things like keyword search volume, word count, and post date/time don’t have the same impact they used to. Instead of working backward from keyword to content, good content marketing does the reverse—start with a question you think you can answer better than someone else.  Don’t worry about the keywords for now. There are two steps to nailing good content in 2023: Understand the problem. Who are you talking to? What are...

The true definition of product-market fit is highly contested online. But one thing is clear from our experience: most founders think they’ve hit PMF far before they truly have.  What does product-market fit (PMF) actually mean; and how should your go-to-market techniques change once you get to PMF?  Product-market fit means finding a defensible beachhead of customers (a cluster of similar customers) who pay, stay, and refer others like them.  In this episode, Stijn shares a simple list of...

2022 and 2023 brought new pressure to the software industry that many mature industries have felt for a long time. Here’s our take on what happened and where we go from here. What happened? 2010–2021 were the years of plenty, with an extra push in the back from COVID Since growth capital was so cheap, it was easy to get away with mediocre performance  The bar of performance was not high enough Growth was seen as a metric of success, not profit  Where do we go? Add discipline to how you...

What should you look at when your pipeline and revenue numbers start falling behind? What are the first things you should focus on?

Early quantitative findings from our experience conducting audits of B2B SaaS startups

How much pipeline should marketing be responsible for?

What do you look for in a marketing leader over time, when should you bring on a strategic marketing leader, and how do you make sure they’re the right fit?

Should you build partnerships with other companies? If yes, then when?

How does your company and market maturity stage affect your go-to-market?

Why you should (almost) always start with inbound marketing

Why, how, and when to outsource some or all of your marketing function

How to approach SEO when you’re early stage

Today we’re discussing how and when to introduce new verticals into your website, landing pages, and other assets.

Sharing stories and wisdom about positioning and niches

How should you use OKRs throughout your teams?

Discussing Stijn’s new book, a playbook for driving exponential growth in B2B SaaS companies

Content is king. But why? And how do you approach it?

How do you enable team members to give special terms to customers?

How do you best manage BDRs and SDRs?

How do you present the right data for your internal meetings?

An in depth and tactical discussion on all things ICP.

Differences between “freemium” and “try-buy”, how to set your price, and how to approach price increases.

How do you price and package your SaaS offering?

Hunting vs. gathering. What kind of marketing or sales should your company partake in?