Ep. 124 - From Content Overload to Quality: The Future of SaaS Thought Leadership

SaaS Backwards - Reverse Engineering SaaS Success

The role of thought leadership is changing in content marketing, especially for SaaS companies.

In this special episode hosted by Jason Myers, our usual host Ken Lempit, President and Chief Strategist of Austin Lawrence, takes the guest seat to dive deep into the evolving landscape of content marketing and thought leadership for SaaS companies.

Ken and Jason discuss the shift towards creating high-quality, credible content that can truly engage and move prospects off their status quo, driven by an increasing demand for authenticity and value from consumers.

The duo also delves into the importance of meaningful conversations and the need for sales and marketing teams to work closely together. They emphasize the value of understanding buyer motivations to refine messaging and go-to-market strategies and create content that addresses their specific problems and needs.

Ken and Jason’s insightful discussion covers thought leadership, content marketing, outbound sales motions, integrated marketing and sales approaches, and the changing landscape of B2B advertising.

This episode is ideal for CMOs, CEOs, and SaaS industry sales professionals looking to accelerate growth, enhance profitability, and drive meaningful conversations with their target audience.

Key takeaways from this episode:

• How to effectively attract and engage prospects with thought leadership content
• Why SaaS companies should reassess their content strategies in favor of how-to guides, infographics, and in-person experiences
• How to adapt to the increased necessity of paid promotion and advertising

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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