August 24, 2023

In-Depth with Mitch Solway: Navigating the B2B and SaaS Marketing Landscapes

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Show notes

In this episode of Marketing Spark, Mark Evans talks to Mitch Solway, a fractional CMO for startups, about the volatile and ever-changing B2B and SaaS marketing landscapes.

We discuss marketing leaders' challenges as they strive to attract prospects while dealing with budget pressures.

Key takeaways

When budgets shrink, go back to why the company exists, who it serves and how it wins. Strategy and tactics follow from that, and a smaller plan of four things beats ten.
A competitor outspending you can sharpen your message. At Clearfit, reframing radio ads against ZipRecruiter's flood of resumes performed better than the earlier campaigns, with no change to the product.
Take a beat before reacting to a budget cut or a rival's big raise. Getting past the panic lets you find a workable answer, as Mitch did when he shifted spend from print to television at LavaLife.
Short-term revenue is not only marketing's job. Clearfit's bundles and its move from free sampling to a money-back guarantee came from looking across the business, and Mitch says to work with sales, product and customer success.
Sales and marketing friction usually starts with misaligned leaders. Decide at the top to work together, and hire people who want to work with the other team.

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