SaaS Backwards - Reverse Engineering SaaS Success
Join us as we interview CEOs and GTM leaders of fast-growing SaaS and AI firms to reveal what they are doing that’s working, and lessons learned from things that didn’t work as planned. These deep conversations dive into the dynamic world of SaaS B2B marketing, go-to-market strategies, and the SaaS business model. Content focuses on the pragmatic as well as strategic, providing a well-rounded diet for those running SaaS firms today. Hosted by Ken Lempit, Austin Lawrence Group’s president and chief business builder, who brings over 30 years of experience and expertise in helping software companies grow and their founders achieve their visions. Full video and shorts on YouTube at https://www.youtube.com/@SaaSBackwardsPodcast
SaaS Backwards - Reverse Engineering SaaS Success
Ep 42 - Finding the low hanging fruit in the SaaS startup marketing strategy with Matthew Dilworth, Head of Marketing at Aunduin Transactions
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When you take a marketing leadership position for a startup where the opportunity is wide open, what do you prioritize?
That’s the situation Matt Dilworth faced back in February (2022) when he joined Anduin, a fintech SaaS startup that streamlines private market transactions.
Having followed CEO Eliot Hodges whom he’d worked with previously at Blend. Dilworth found that partner marketing was the biggest low-hanging fruit opportunity because the company already had established relationships that could be leveraged.
Also, especially important since private equity, venture capital and hedge funds work largely by referral.
He was also a bit shocked by the direct referrals to come from public relations and attributes their success by being holistic and organic about the communities they wanted to penetrate.
Dilworth has a lot of great advice for marketing leaders that find themselves with a growing startup in need of prioritization and direction including:
- Leveraging of current relationships to bolster referrals,
- How to use public relations to communicate with existing networks and carry your messages to broader communities,
- And leveraging partner marketing to take some pressure off early sales and marketing teams so they can establish long-term initiatives that create customers.
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