BUILDING

Somewhere along the way, B2B marketing got embarrassed by the word “lead.”

For many SaaS executives, analyst relations sits in an uncomfortable category—expensive, difficult to measure, and often misunderstood as an extension of public relations.

In a recent discussion with a client, their CEO asked a question that surfaces in many B2B companies once advertising budgets start to grow.

The pressure to grow starts the day the investor’s check clears. Because growth requires more bandwidth and people, the first conversation usually turns to hiring.