Building your brand: A guide for B2B SaaS Companies

Recently, I took a new job at a much larger organisation than im used to. Dubsat is a 10-15 year old company (I don’t actually know when it began) with 110 staff in 9 offices across the world. Despite their size and history, I'm finding more and more each day that the task ahead of me is akin to the task of marketing a B2B startup. In the past few years, the company has transiitioned from a very traditional services-based business (with the marketing plan to match) to a more SaaS model, yet their marketing hasn’t been updated to reflect this. Hence, I...

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What software companies can teach ad agencies about marketing

In a recent report titled The State of Social Media Marketing 2012, 450 marketers all weighed in on which companies they think are doing the best job at social media marketing. Who you think the top 3 are? Red Bull? Coca Cola? Ford? Whilst you’d be right about 2 of them (Red Bull and Coca Cola), a B2B software company called Hubspot actually came in at number two, beating out marketing stalwart Coca Cola. So how does a B2B software company beat out the company whose marketing is credited for creating the modern day image of Santa Clause? By using an approach...

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5 things I’ve learnt from co-founding a startup

Im happy to say that this month was our first cash flow positive month over at Launchpad6, and whilst i had been dreaming of this moment for quite a while it seemed to pass without much commotion as we all of a sudden started to look at how we can repeat the performance next month. Perhaps we should've taken a moment to celebrate the milestone as it is an important one, but thats not what this post is about. I wanted to share with you, my two subscribers and 30 odd monthly visitors (who are most likely bots or people who...

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Fear and anxiety driving consumerism

The AdNews Agency of the year awards were on last week and in reading the results in the latest issue of AdNews there really was some great work produced in 2010. The most notable I thought, was Happy Soldiers campaign for Tontine, the Australian market leader in pillows. The problem Tontine faced was that there market was stagnating and their products lifecycle was too long, consumers were too attached to their pillows and refused to change them. Enter Happy Soldiers and the 'Dated Pillows' campaign. Happy soldiers research showed them that a whole ecosystem of bacteria, dead skin cells and fungi...

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