Saas Marketer - our biggest deal yet

our biggest deal yet

And how we closed it

Mar 09

Typically B2B marketing wisdom states that everything needs to be measured...

"Why are you spending time on that if we can't directly track it back to an ROI?"

If you work in a B2B marketing team and have had a meeting with finance, you understand this deeply.

The problem with this theory is that is doesn't account for how people in businesses actually buy stuff.

B2B buyers don't see an ad, click through, book and meeting and buy. This just doesn't happen.

Instead, B2B buyers go on a winding journey through referrals, demos, internal meetings and months of deliberation before choosing a service provider or SaaS product.

This is why I urge you to start doing things that can't be measured.

And here's a short story to illustrate my point.

Fame (B2B podcast agency) started approx. 18 months ago when we built a very profitable podcast for our ex. employer. We have since grown to 16 clients.

But up until very recently most of the businesses we run podcasts for are pretty small: 5 to 50 employees.

I am the only sales person... and I simply don't know how to sell to larger businesses.

But I did know, that if people got to know me, in the context of B2B marketing that would probably help us with finding bigger clients.

So approximately three months ago I start posting on Linkedin.

I post once per weekday about B2B marketing and podcasting, often sharing things that are working well for us and our clients/customers at Fame and bCast.

I would write up five posts at the weekend and then post them each day at 8am GMT.

Most posts would receive between 10-20 likes and around 1,000 impressions, so do better and some do worse.

Now of course, I can't see a direct cash ROI from these posts, but I just felt that it was still worth doing.

And then...

A couple of weeks ago we get a podcast proposal request through our website from a business that has raised over $100m and has 2,000 employees.

I have no idea where they have come from, and I don't ask them as we discuss potentially working together to not disrupt the deal.

And then I get a Linkedin connection request from someone that used to work for this B2B SaaS business saying that he referred Fame to them 😱

I ask how he heard of us... and he says: "I saw your Linkedin posts".

BOOM 💥

Fame just broke into the big leagues... and the only reason why, is that I added value FIRST.

I forgot about the ROI and started helping people.

So this is my challenge to you:

👉 How can you add more value in your B2B marketing? 👈

👉 How can you get known by your prospects (or people that know your prospects) before it's their time to buy? 👈

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