Welcome to episode sixty-seven of the SaaS Backwards podcast, where we interview CEOs and CMOs of fast-growing SaaS firms to reveal what they are doing that's working, and lessons learned from things that didn't work as planned.
You can listen to the full episode directly below via Spotify, or visit SaaS Backwards on Buzzsprout or wherever you listen to podcasts.
You’ve probably heard the criticisms of B2B marketing—it’s boring and lacks creativity.
And besides, it’s way too expensive to produce ads like B2C companies.
In this episode, Melissa Rosenthal, Chief Creative Officer at ClickUp shares her approach to creating remarkable content without breaking the bank.
Coming from B2C powerhouses like Buzzfeed and Cheddar, Rosenthal immediately saw the blue-ocean opportunity in B2B to differentiate. So, she built an in-house creative agency at ClickUp by investing in the right people and equipment to produce Madison Avenue quality content at a fraction of the cost.
As a result, they’ve taken on the gorillas in its crowded space, growing from 60 to over 1000 employees in under three years.
Key takeaways from this episode:
- The portfolio approach to creative that enables ClickUp to create hundreds of pieces of content cost-effectively instead of betting the farm on a singular campaign.
- Why you should treat your entire content strategy as an evergreen campaign
- Why securing leadership buy-in from the beginning is crucial in fostering a culture of creativity.
Check out some of ClickUp’s Youtube ads here:
Other resources to check out:
Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.
The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.
And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.