On Episode 17 of the How To SaaS podcast, Shiv Narayanan interviews Nicholas Kusmich (www.nicholaskusmich.com) — the go-to expert on Facebook ads. Nicholas has worked with all kinds of industry leaders, including Tony Robbins, Robin Sharma, Joe Polish, and many SaaS companies, including SamCart, Zapable and more.

Shiv and Nicholas discuss all the ways in which SaaS companies could leverage Facebook ads as a new channel of acquisition. A lot of SaaS companies are leaving money on the table by ignoring low-hanging fruit on Facebook. Topics we touch on include:

• Should SaaS companies be using Facebook ads before Google, Bing, Capterra are optimized
• Where to start with Facebook ads
• What kinds of campaigns and funnels work on Facebook and what kinds usually fail
• Who to show ads for your SaaS product to and how to find them within the targeting on Facebook
• Keeping unit economics in check when it comes to CAC, ACV and Payback Period

Check out Nick’s latest book: Give – The Ultimate ...

On Episode 16 of the How To SaaS podcast, Shiv Narayanan interviews Neil Patel, the guru of content marketing. The interview starts with a discussion on how SaaS companies can leverage content as a source of traffic and leads but quickly transitions to Neil’s take on whether or not all SaaS companies should be doing content marketing, especially in the early days or if funding is limited, where other channels can likely produce a more immediate return.

On episode 15 of the How To SaaS podcast, Shiv Narayanan interviews Lars Lofgren, Head of Growth at I Will Teach You To Be Rich and former Head of Marketing at Kissmetrics. Lars has had the unique opportunity of working with 3 marketing all stars in Hiten Shah, Neil Patel and now Ramit Sethi, so he has a ton of experience and mentorship to pull from. Shiv and Lars discuss:

• How Lars was able to generate 8000 leads per month at Kissmetrics
• How to generate millions of visitors to your blog
• Lars’ 8 simple rules of A/B testing that you and your marketing team HAVE to listen to

Listen to the episode now:

On Episode 14 of the How To SaaS podcast, Shiv Narayanan interviews Laura Roeder, Founder and CEO of Meet Edgar, on how to use your brand to say “No” to good opportunities to uncover the story behind the critical decisions that helped grow Edgar to $4MM in ARR in just 3 years.

On Episode 13 of the How To SaaS podcast, Shiv Narayanan interviews bestselling author Tucker Max on how to manipulate the media and build a PR machine like Donald Trump.

On Episode 12 of the How To SaaS podcast, Shiv Narayanan interviews Mitch Solway, the former VP of Marketing at Freshbooks, on how to deploy and measure radio ads as an avenue for acquiring customers.

“Businesses are more likely to die of indigestion than starvation. When you try to do too many things and not one thing great, it can be difficult.”
-Adam Fried, CEO of Simply Color Lab & ShootQ

Episode 11 of the How To SaaS podcast with Shiv Narayanan features Adam Fried, CEO of Simply Color Lab and ShootQ, on how to layer a retail business and a SaaS company on top of each other to create synergies and generate additional streams of revenue.

“This is a quote from David Ogilvy: ‘Don’t count the people you reach. Instead, reach the people that count.'”
-Jon Miller, Founder & CEO of Engagio

Episode 10 of the How To SaaS podcast features Jon Miller, founder and CEO of Engagio, on how to plan, deploy and measure an Account-Based Everything strategy.

The interview is timely considering Jon was the former CMO of Marketo, which recently sold for $1.8 billion. We touch on that topic in the conversation before moving on to Account Based Everything.

In this episode, Jon and I cover the following:

• Why Account Based Marketing as a term should be changed to Account Based Everything
• What an Account Based Everything strategy and campaign looks like in practice
• How the KPIs around Account Based Everything are completely different than the KPIs around companies that deploy a “fishing with a net” strategy

We cover lots more in the conversation. Here is my interview with Jon:

“I want our customers to feel like they are our only customers.”
-Heather Foeh, VP of Customer Advocacy at Vision Critical

Episode 9 of the How To SaaS podcast with Shiv Narayanan features Heather Foeh, VP of Customer Advocacy at Vision Critical, on how to use Advocate Marketing as a land and expand strategy.

In this episode, Heather and I discuss how Vision Critical leverages existing clients as advocates to land future clients within the same company, including:

• How to find out who your advocates and product champions are
• How research the needs of advocates and tailor your content and messaging
• How to deploy Account Based Marketing principles in your Advocate Marketing initiatives
• How to operationally plan out Advocate Marketing campaigns with sales, customer success and marketing

Here’s my interview with Heather:

“You have to adjust constantly.”
-Heather McCloskey, Inbound Marketing Manager at Uservoice

Episode 8 of the How To SaaS podcast with Shiv Narayanan features Heather McCloskey, Inbound Marketing Manager at Uservoice, and we discuss how to run your blog like a product manager.

We at Wild Apricot are clients of Uservoice’s powerful software and are using it to understand our users and prioritize our roadmap better. Given the application of their software, who better to talk about bringing product management to the realm of managing a blog?!

In this episode, you’ll learn the following:

• Different avenues of user research you can use to learn more about your users
• How to turn those insights into actionable items within your content roadmap
• And how to measure the performance of your content, once deployed

Here’s my interview with Heather: