• S02 Ep04 - Product Marketing for SaaS with Tino Ho (1/2) - How has the change from "growth at any cost" to "profit asap" changed GTM thinking?

  • Oct 10 2024
  • Length: 26 mins
  • Podcast

S02 Ep04 - Product Marketing for SaaS with Tino Ho (1/2) - How has the change from "growth at any cost" to "profit asap" changed GTM thinking?

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  • Summary

  • Stu is joined by ex-colleague / fellow B2B professional Tino Ho to discuss the current state of play in SaaS product marketing. Since the shift from "growth at any costs" to "wait, we need you to make a profit" driven by market conditions and, let's be honest, investors, the SaaS and tech world as a whole has seen some massive cuts and shifts in team structure. Tino and Stu dig into what this means for marketers or growth professionals in these businesses and how often tension arises because the go-to-market strategy is at odds with the actual product direction and the customers the business can serve (as opposed to those they would like to). It's an interesting conversation given that B2B marketing is often in the back seat with product and sales driving/riding shotgun - but should that be the case? Or is that just another classic case of the status quo taking priority despite the changing times? Guest: Tino Ho Tino is a commercial leader with 19 years of experience in fast-growing SaaS challenger brands, bringing vertical expertise in financial and ESG technology for product-led and sales-led go-to-market (GTM) motions. Host: Stuart P. Turner Stu has over 20 years of experience in digital strategy across the UK and APAC. He's always been at the competitive edge of digital, serving brands both large and small in agencies, as well as building his own businesses. He's currently pretending to work while actually recording this show at Flow State (https://theflowstate.io) and co-founding next-generation B2B technology business Cataylsi (https://catalysi.com/). References Revenue Architecture - Jacco van der Kooij (book on Amazon) The “Bowtie” model: https://www.bazaarvoice.com/blog/the-bow-tie-funnel-a-guide-to-the-sales-and-marketing-funnel/ Tino Ho: https://www.linkedin.com/in/tinoho/
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