Ep. 131 - Scaling SaaS Companies: SEO Strategies, ICP Expansion, & Product Marketing - with Janet Jaiswal, Global VP of Marketing at Blueshift

SaaS Backwards - Reverse Engineering SaaS Success

Listen, assess, plan, execute, iterate. This week’s podcast guest Janet Jaiswal outlines these as the essential steps in developing and implementing successful marketing strategies in the SaaS industry.

Janet Jaiswal is Blueshift's Global VP of Marketing and has 20 years of experience in B2B SaaS marketing, working with companies like IBM, eBay, and PayPal.

In this episode of SaaS Backwards, she discusses her expertise in scaling companies through effective go-to-market strategies and the importance of process, technology, and skill sets at different stages of a company's growth.

In our conversation, Janet provides insights into the relationship between SEO and content marketing, the importance of identifying and refining the Ideal Customer Profile, and the critical role of product marketing in driving alignment between marketing and product management.

Overall, this episode provides a comprehensive look at the strategies and tactics that SaaS marketing leaders can use to drive growth and enhance profitability for their organizations.

Key takeaways from this episode:

• The changing landscape of search engine algorithms and the importance of prioritizing content that conveys value quickly
• The challenges and opportunities of ICP expansion and insights into the process
• Why product marketing is crucial when scaling a SaaS company

More Resources from Janet Jaiswal:

• Masterclass on Product Marketing: A deep-dive into Product Marketing for B2B SaaS scale-ups
• Defining your ICP: Discover the optimal approach to identifying your true target market

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publishes a yearly report about how B2B buyer behavior is changing.
The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.
And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting

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Thanks for listening to the SaaS Backwards Podcast, brought to you by Austin Lawrence Group. We help SaaS firms reduce churn, accelerate sales, and generate demand. Learn more at AustinLawrence.com.
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