5 Key Takeaways: - The best strategy for SaaS Marketing 2.0 is blending product-led growth with account-based marketing. - When building a go-to-market team from the ground up, don't go straight to demand gen. If your messaging is wrong, you're just burning cash. Instead follow Harsh's roadmap: product marketing -> content -> field marketing -> campaigns. - SaaS Marketing has evolved from consumerization to humanization. Marketers must delight users and speak to their humanity. - The most effective leaders are "T-shaped" or "pi-shaped": They have broad knowledge combined with one or two areas of deep specialization. - "What you want people to say is, 'I'm going to miss this when it's gone and I'm going out of my way to figure out how to bring it back.'" - Harsh Jawharkar
Bio: Harsh Jawharkar (LinkedIn | Twitter) is currently Head of Enterprise Cloud, Platform, & Ecosystem Marketing at Atlassian. He also has experience in product and marketing at PayPal, Zendesk, and Slack, among other leading technology firms. Notes: Harsh's Origins and SaaS Marketing 2.0 - (1:30) - Harsh began his career in engineering and product before being exposed to marketing at PayPal. - He accidentally became a marketer because he loved the idea of "making the market." - At Atlassian, he focuses on things that are horizontal, or cross-platform and cross-ecosystem. - An explosion of options has created a multiverse of platforms, applications, and solutions. Harsh and his team work to remove friction and connect different dimensions of that multiverse seamlessly. - According to Harsh, we have now entered SaaS Marketing 2.0. Version 1.0 was the idea that marketing just needs to run a website and build out some sales enablement in order to have success. Version 2.0 is all about combining a product that has growth and virality built into it with an account-based approach. - "ABM isn't just about martech, it's how you actually use the tool. SaaS 2.0 is really about blending together product-led growth and account-based marketing." - Harsh Jawharkar
ABM, Chatbots, and Buying - (9:00) - "Account-based is really people-based. What you're really trying to do is either inspire, inform, or educate." - Harsh Jawharkar - ABM is all about understanding the buyer journey. Personas from disparate areas like marketing, IT, and finance have very different needs and preferences for interaction. - Harsh worked with Facebook in the early days of Messenger and learned that people want help, but often want to be able to help themselves. - At Narvar, Harsh thought about the three ways to make people love your chatbots: 1) Be useful, 2) Be present, 3)Earn credibility and trust. - Harsh believes that the state of chatbots is still quite rudimentary. However, people do seem to understand the roadmap of the future of the technology pretty well. - A common mistakes that Harsh has seen is buying software before you understand what problem you're trying to solve.
Building a Go-To-Market Team - (15:30) - When taking over a team, you have to take into account that change is very hard for most people. You have to be hypothesis-driven and pick your spots in where you make changes. - "The mistake I've seen people make when building a go-to-market team from nothing is going straight to demand gen. The challenge with that is, if the message is not on point, you're just burning cash." - Harsh Jawharkar - It's crucial to start with product marketing. You have to understand if there is product-market fit, and if so, what drives that fit. - "If you don't know your own messaging, why are you trying to do large brand spends?" - Ian Faison - Harsh's playbook for starting a go-to-market team from scratch? Product marketing -> content -> field -> campaigns. - "You have to be out there in the field. The best product marketers think like salespeople." - Harsh Jawharkar - Don't buy software to fix a problem before you fully understand the problem. For example, you can't buy an ABM platform before you understand what accounts you want to target. - "Software will scale your strategy, but it won't create your strategy for you." - Harsh Jawharkar
Building a Movement - (27:00) - Harsh is a big believer in influencing the influencers, finding the people who are on the cutting edge and looking to solve new problems. - "If you're going to create something big, you have to sell more than software. It has to be a movement. It has to be positive, constructive change." - Harsh Jawharkar - In order to build that movement, Harsh believes in creating safe spaces where people can have open and honest conversations. - Your buyer is not only making a financial decision on behalf of their company, but they're making a career decision that will affect their personal future. It's important to help those individuals as well as the brand they represent.
Design Thinking - (32:45) - Design thinking flips classic problem solving. Instead of solving the problem where it is, you think about the job to be done and then design solutions from the ground up. - At IDEO, Harsh was introduced to the concept of a T-shaped person, who is skilled across disciplines, but has one specialization. He has since expanded this thinking to "pi-shaped" people. - "The best CMOs or marketers think like CEOs. They can see across the company." - Harsh Jawharkar - At Slack, Harsh learned to think about how people interact with each other. People don't use software in isolation, especially enterprise SaaS software. - "Ultimately, retention and engagement is the best form of acquisition." - Harsh Jawharkar
From Consumerization to Humanization - (44:00) - Harsh notes that the movement has gone from consumerization to humanization: How do you make the workplace more in tune with you as a human? - Humans are irrational creatures. Great software embraces that. - In order to market a product that brings people's humanity to life, showing is better than telling. - "What you want people to say is, 'I'm going to miss this when it's gone and I'm going to out of my way to figure out how to bring it back.'" - Harsh Jawharkar
Pardot Lightning Round - (52:00) - Current favorite app: the Pixel Camera - Favorite vacation spot: Maui - Favorite ad campaign: Apple's Think Different - Advice for a future head of marketing: Find people who are very different from you. Who are going to fill you out and complement you and challenge you all at the same time. - Most excited about for the future of marketing: Marketers are much more well rounded and holistic in how they think about the business. They are true partners to every CEO out there. - Top life hacks: 1) Read a lot and be interested in a lot of different things and 2) when you hit roadblocks, figure out how to suspend disbelief and keep going.
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