How sustainable SaaS growth looks — Rob Freedman // Zuper
- Part 1How growth marketers leverage AI — Rob Freedman // Zuper
- Part 2 How sustainable SaaS growth looks — Rob Freedman // Zuper
- Part 3Integrating marketing into Field Ops — Rob Freedman // Zuper
Show Notes
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02:45What sustainable SaaS growth looks likeSustainable SaaS growth means moving away from a "grow at all costs" mentality to steady and predictable growth. It involves balancing the cost of customer acquisition while maintaining a healthy bottom line and limiting churn.
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04:45Leading and trailing indicators for modern growth strategiesIn modern growth strategies, leading indicators focus on customer acquisition costs and accurate forecasting of customer lifetime value. Trailing indicators include monitoring churn rates and analyzing competitor performance.
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06:07Balancing growth and customer acquisition costsCompanies sometimes outgrow their marketing strategies, resulting in an influx of smaller leads and customers. At this stage, businesses must decide whether theyll work with these customers or not, and this decision affects CAC, CLV, and the overall direction of the product.
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07:49Benchmarks for driving sustainable growthMarketers should be more involved in customer success metrics than they were previously. By leveraging intent data to identify any signs that customers may be considering competitors, they can devise strategies to retain customers and increase customer lifetime value.
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08:59Evolution of the channel mix for sustainable growthFacebook is no longer the dominant channel, but relevant channels include Instagram, TikTok, YouTube, podcasting, thought leadership, and implementing an SEO strategy. Other channels to consider include SEO for AI and the fact that growth marketers are now community builders.
Quotes
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"The way I look at sustainable SAS growth right now is we are no longer in the age of grow at all costs." -Rob Freedman, Head of Growth, Zuper
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"Right now, looking at sustainable growth, what can we do that provides steady, predictable, forecastable growth? That's the key, and also maintaining costs and limiting churn." -Rob Freedman, Head of Growth, Zuper
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"It's much cheaper to keep a customer. And, if you can get better lifetime value metrics, that really helps the bottom line, the CAC number." -Rob Freedman, Head of Growth, Zuper
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"A lot of places that I've been, customer success and marketing don't really talk a whole lot, not as much as they should." -Rob Freedman, Head of Growth, Zuper
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"There is SEO for AI that you now need to build out pages and content with that in mind, so it's accountable and searchable for the AI tools as well." -Rob Freedman, Head of Growth, Zuper
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"Growth marketers are also community builders now. And they need to be able to help their company build not just digital communities, but also ones that bridge to the in person." -Rob Freedman, Head of Growth, Zuper
- Part 1How growth marketers leverage AI — Rob Freedman // Zuper
- Part 2 How sustainable SaaS growth looks — Rob Freedman // Zuper
- Part 3Integrating marketing into Field Ops — Rob Freedman // Zuper
Up Next:
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Part 1How growth marketers leverage AI — Rob Freedman // Zuper
Rob Freedman, Head of Growth at Zuper, talks about how SaaS companies are leveraging the power of artificial intelligence to not just grow exponentially, but strategically. Generative AI tools like ChatGPT have become indispensable for marketers, serving them daily in tasks such as content ideation and keyword research. However, the true power of AI lies in its ability to process massive volumes of data, enabling brands to unlock growth opportunities and enhance customer acquisition strategies. Today, Rob discusses how growth marketers are leveraging AI.
Play Podcast -
Part 2How sustainable SaaS growth looks — Rob Freedman // Zuper
Rob Freedman, Head of Growth at Zuper, talks about how SaaS companies are leveraging the power of artificial intelligence to not just grow exponentially, but strategically. While SaaS growth in the past employed a “grow at all costs” approach, sustainable growth today looks drastically different. The challenge for marketers today is maintaining the balance between a cost-effective customer acquisition strategy, predictable growth, and customer retention. Today, Rob discusses how sustainable SaaS growth looks.
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Part 3Integrating marketing into Field Ops — Rob Freedman // Zuper
Rob Freedman, Head of Growth at Zuper, talks about how SaaS companies are leveraging the power of artificial intelligence to not just grow exponentially, but strategically. Field Ops provides businesses with the unique opportunity to engage in one-to-one marketing by tapping into individual customer interactions. Through field service technicians, companies can gather valuable feedback, personalize marketing efforts, and deliver targeted messaging to drive customer loyalty and revenue. Today, Rob discusses integrating marketing into field ops.
Play Podcast
