Why SaaS Firms Are Embracing Owned Media and Make it Work for You


Hey and welcome to The GTM E-newsletter – learn by over 50,000 income professionals weekly to scale their corporations and careers. GTMnow is the media extension of GTMfund – sharing perception on go-to-market from working with a whole bunch of portfolio corporations backed by over 350+ of the perfect within the sport govt operators who’ve been there, executed that on the world’s quickest rising SaaS corporations.

The B2B playbook is altering. This whole publication highlights key modifications – from ecosystem-led development, to the featured reside occasions, to owned media.

On owned media, digital promoting was as soon as the secret. Nonetheless, the following era of promoting emphasizes the significance of media that’s owned, not simply earned.

So, owned media. What’s it? Why are SaaS corporations embracing it? How do you make it give you the results you want?

We’ll break it down – let’s get into it.

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Why SaaS Firms Are Embracing Owned Media and Make It Work for You

Let’s break it down 👇

What’s owned media?

Owned media refers to content material distributed by a model’s channels, together with self-hosted video, firm blogs, and e-mail campaigns. Via these content material channels, they’ll gas conversations, educate the market, and construct robust relationships with potential clients. 

In contrast to earned media (press, buyer opinions, and social mentions) corporations have full management over owned media. This permits manufacturers to be extra intentional about messaging to ensure it aligns with their product and firm values, and gives actual worth to an viewers.

By distributing content material on owned channels, SaaS corporations are much less on the whim of social media algorithms and something that stands between you and an viewers. Via these channels, you achieve extra worthwhile first-party knowledge about clients and prospects to tell content material and product selections. 

Leveraging owned media on your GTM technique

Owned media can gas your go-to-market technique within the early phases of constructing an organization and past. 

Think about the in a single day success of a celebrity-owned product. As a result of they’ve already established their model, viewers, and distribution, launching a product to their supporters garners speedy gross sales. 

In fact, SaaS merchandise could be a more durable promote than Rihanna’s Fenty Magnificence, however the identical technique applies: construct worth on your community earlier than promoting to them. This may appear to be: 

Set up your model as a worthwhile, trusted useful resource that aligns along with your product, and encourages your group to observe alongside by subscribing on to your content material channels. By proudly owning the distribution, you gained’t be continually on the mercy of algorithms related to earned channels.

Be taught by this instance

AudiencePlus, a platform that allows B2B entrepreneurs to construct, interact, and convert audiences by owned media, used this very technique.  

Earlier than launching their product and even telling the world what it did, AudiencePlus set their model and media engine in movement. Via owned distribution channels, they spent the primary yr advertising and marketing the “downside,” reasonably than the product, to construct an viewers that would validate the model’s story. This allowed them to seek out their product market match early on, gaining suggestions from their community to tell advertising and marketing selections.

Concurrently, they constructed distribution by driving folks to subscribe to their content material. By the point they formally launched the product, they already had an engaged viewers. Via roadshows with portfolio corporations, CMO occasions, and newsletters, AudiencePlus is ready to useful resource goal patrons with out promoting to them explicitly. Because of this, 60-65% of AudiencePlus offers are sourced by occasions and content material.

Crafting worth for a persona

Along with launching AudiencePlus, Founder & CEO Anthony Kennada was additionally the founding CMO of Gainsight, credited as creating the class of buyer success in SaaS. 

When Gainsight was based, there was no incumbent competitor within the buyer success area and solely about 100 buyer success professionals on LinkedIn. Methods like outbound campaigns and listing constructing would have been ineffective. As an alternative, Gainsight hosted a convention concerning the follow of buyer success, theorizing that by early conversations, they may create worth for a persona who would finally purchase their software program. When the convention was profitable, they expanded the idea throughout completely different channels, creating content material, launching a podcast, and internet hosting reside workshops and digital occasions. 

The proof of their success got here when the corporate went from $0 to $100M in ARR, and was later acquired by Vista at a $1.1B valuation.

Folks purchase from folks

A part of a profitable owned media technique is having inner and exterior stakeholders who can authentically evangelize your messaging and provides a reputation and face to the model. These spokespeople can immediately connect with an viewers by content material like webinars and video podcasts, lending authority and experience to your messaging and forging robust relationships.  

At early-stage corporations, the spokesperson is commonly the CEO or founder. As the corporate grows, you’ll be able to switch the model fairness from the founder to a “grasp model,” participating different workers, companions, or clients to symbolize the model and contribute to your total initiative.

Measuring the affect of owned media

Owned media is an efficient technique for lead era, however proving its affect and getting buy-in from stakeholders could be difficult. The true worth of owned media is in constructing an engaged viewers inside your buyer base and prospects, which might develop the pipeline, help gross sales in closing offers, and enhance retention.

Listed below are a number of profit sticking factors:

  • Owned media could be measured by subscriptions. Platforms like Substack and Patreon permit customers to attach and assist creators by subscriptions. The same development exists within the B2B world, with audiences subscribing to a model’s podcast or publication. With subscriptions, SaaS corporations are in a position to organically construct a focused e-mail listing. With “Subscribe” as their name to motion, AudiencePlus has seen an 8-10% conversion fee, whereas conversion charges for conventional lead era ways like demos and gross sales calls are round 1-2% for a typical B2B SaaS firm.

  • Owned media generates first-party buyer knowledge. By interacting immediately with an viewers and eradicating any kind of third-party, SaaS corporations achieve worthwhile, first-party knowledge to grasp buyer conduct and decide if those that interact along with your content material are prone to convert into a chance. From there, you’ve got extra knowledge to strategically construct a purchaser journey for various personas.

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👀 Extra on your eyeballs:

Our mission at GTMnow is straightforward: that can assist you develop your organization and profession. We do that by sharing perception and recommendation on go-to-market methods and ways from working with a whole bunch of portfolio corporations backed by over 350 of the perfect CRO/CMOs. These are confirmed operators who’ve gone from zero to IPO on the world’s quickest rising SaaS corporations. 

However what you won’t know is the backstory is a full circle second. Max Altschuler is the Common Accomplice of GTMfund. Previous to founding the enterprise agency, Max based the media firm Gross sales Hacker, rising it to a properly established media model leveraging advertising and marketing automation with ActiveCampaign to gas its development.

In 2018, he efficiently offered the corporate to Outreach. Quick-forward to the tip of 2023, and GTMfund acquired Gross sales Hacker, the corporate Max as soon as began. 

GTMnow is now one of many largest media corporations within the area together with a publication (this one!) with over 50,000 readers, a weekly podcast listened to by over 600,000 tech professionals, a sturdy media web site, and extra. 

Notable M&A:

👂 Extra on your eardrums:

Amanda Cole serves as Chief Advertising Officer, main the execution of the corporate’s advertising and marketing technique to drive additional enterprise demand and model consciousness. Amanda is a passionate advertising and marketing skilled with greater than 15 years of expertise in serving to SaaS corporations construct impactful manufacturers, talk differentiated worth, and develop high-performing advertising and marketing groups. She beforehand served as the corporate’s Senior Vice President of World Advertising, having joined in January 2021 by the acquisition of Exponea. Previous to becoming a member of Exponea, Amanda served as Vice President, Demand Technology at Blueshift, a Buyer Knowledge Platform, and earlier than that served as Vice President of Advertising, Americas and World Applications at Basware, a monetary software program firm.

On this episode, you’ll get perception on the challenges entrepreneurs face with AI, the way forward for AI in advertising and marketing, the transition from knowledge to storytelling, and management.

Pay attention on Spotify or discover it anyplace you get your podcasts by looking out “The GTM Podcast.”

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🔥 Hottest GTM jobs of the week:

  1. Director of Gross sales at Spekit (Denver, CO)

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That’s it, that’s all. 

Not solely will we see the immense worth of owned media from working with GTMfund portfolio corporations and the broader SaaS ecosystem, we in fact immediately see the worth ourselves as a media model.

If you happen to ever have any questions or are excited to listen to extra on an space of perception, go away a remark or drop me an e-mail response.

For now, have a fantastic weekend forward!

Barker ✌️

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