January 31, 2023

The "Less is More" Approach to B2B SaaS Marketing

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Show notes

In this episode of Marketing Spark, Andrew Arocha, Drift's chief revenue officer, talks about how less (marketing) will be more amid more difficult economic conditions.

He talks about how companies will focus on revenue growth rather than brand awareness, the future of conferences (smaller and more intimate), best practices for ABM, and how companies should approach customer retention and churn.

Key takeaways

Marketing budgets are shifting toward channels that tie to revenue, such as ABM and signal-based marketing. Brand and other hard-to-measure spending will get less funding in 2023, though it won't disappear.
Smaller, purpose-built events are replacing big conferences. Drift's city-by-city revenue roundtable dinners, about 20 attendees each, cost far less than sending people to CES and are producing results.
Effective ABM needs tight alignment across sales, marketing, customer success and product, plus a vetted target account list. It often breaks down at execution, so hold every stakeholder accountable for outcomes.
Retention and expansion matter more in a downturn, because revenue from existing customers converts higher than net-new wins. Raising prices at renewal goes over badly, while added value and consolidation work.
With companies hiring fewer salespeople, near-human AI chat can keep the pipeline moving when no salesperson is online. Using site behavior and intent data to personalize those conversations is key.

← Previous episodeUsing Customer Intelligence to Retain Customers: Mike Diaz Next episode →How B2B SaaS Companies Should Hire Freelancers, Contractors & Agencies

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