From B2C to B2B: Strategies for Effective SaaS Marketing | Alex Nazarevich, VP Growth at Unbounce

In this episode, Jay Nathan (COO, Churnkey) and Baird Hall (Co-Founder, Churnkey) sit down with Alex Nazarevich, Vice President of Growth at Unbounce, for an insightful podcast discussion on marketing.

We dive into all of the modern marketing intricacies, from balancing effectiveness/efficiency to leveraging AI and crafting actionable content. We also explore practical tips for cutting through the digital noise and staying ahead of emerging trends.

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About Alex Nazarevich:

Alex Nazarevich is the Vice President of Growth at Unbounce, where he leads acquisition and customer marketing teams. With a background in e-commerce and digital marketing, Alex is known for strategically reducing Customer Acquisition Costs (CAC) while optimizing the Lifetime Value to CAC ratio. He fosters a culture of data literacy and experimentation, contributing to Unbounce's industry success.

Here is what we cover in the podcast episode:

• Transitioning from B2C to B2B marketing: Alex discusses the rhythm, schedules, and metrics differences.
• Selling the ideal version: They explore marketing as selling an idealized version of the customer, in both B2C and B2B.
• Avoiding feature-focused selling: The importance of focusing on customer needs and aspirations over product features.
• Establishing a brand framework: Alex emphasizes the significance of defining brand identity and customer personas for effective marketing.
• Growth strategy and segmentation: Insights into driving growth by segmenting customers and solving specific use cases.
• Leveraging webinars for engagement: The role of webinars in driving customer engagement, education, and retention.
• Financial literacy in marketing: The importance of understanding financial metrics like LTV to CAC ratio and collaborating with finance teams.
• AI as a marketing tool: Viewing AI as a tool to enhance marketing efforts, not replace human expertise, in tasks like content creation and campaign management.
• OKRs and prioritization: Alex shares insights into using OKRs (Objectives and Key Results) to align team priorities and foster cross-department collaboration.

This episode provides valuable insights for marketers navigating the dynamic B2B marketing landscape and actionable strategies for driving growth and success.